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Can social media marketing lead to abnormal portfolio returns?

Bank, Semra; Yazar, Evrim Erdogan; Sivri, Ugur - In: European research on management and business economics 25 (2019) 2, pp. 54-62

This study tests the impact of usage of Twitter as a microblogging service provider on shareholders' returns and … Twitter account and, if so, their number of followers and tweets and the increase in the number of followers. The returns from … these portfolios indicate that better Twitter performance according to these metrics does not provide any significant …

Persistent link: https://www.econbiz.de/10012016588

Comparative analysis of the engagement rate on Facebook and Google Plus social networks

Niciporuc, Tudor - International Institute of Social and Economic Sciences - 2014

An inexperienced online marketer or a company which is new to social media marketing may just be very happy if their business page is getting many likes. This is one of the biggest mistakes that can be made when using Facebook. The world’s biggest social media platform provides countless tools...

Persistent link: https://www.econbiz.de/10011209966

Online Advertising Response Models : Incorporating Multiple Creatives and Impression Histories

Braun, Michael; Moe, Wendy W. - 2017

Online advertising campaigns often consist of multiple ads, each with different creative content. We propose a model that evaluates the effectiveness of each creative in a campaign given the targeted individual’s ad impression history, as characterized by the timing and mix of previously seen...

Persistent link: https://www.econbiz.de/10014179491

The Role of Search Engine Optimization in Search Marketing

Berman, Ron; Katona, Zsolt - 2014

In this paper we study the impact of search engine optimization (SEO) on the competition between advertisers for organic and sponsored search results. We find that a positive level of search engine optimization may improve the search engine’s ranking quality and thus the satisfaction of its...

Persistent link: https://www.econbiz.de/10014186800

A Conceptual Model for the Use of Social Media in Companies

Nistor, Cristian - 2015

Social media is currently an evolving “wave” in online business marketing. Marketers are beginning to drive the use of social media as a component in their marketing strategy and campaigns to reach out to customers and fans. Within the subdisciplines of marketing that may use social media...

Persistent link: https://www.econbiz.de/10014042994

Worlds Collide : Exploring the Use of Social Media Technologies for Online Learning

Friedman, Linda Weiser; Friedman, Hershey H. - 2013

Models of distance education have evolved over decades, just in time to collide with modern pedagogies in which communication, interaction, student engagement, and active learning are of critical importance. The social media technologies encompass a wide variety of Web-based technologies such as...

Persistent link: https://www.econbiz.de/10014043207

Sponsored Search and Market Efficiency

Dhar, Vasant; Ghose, Anindya - 2014

Sponsored search is the mechanism whereby where advertisers pay a fee to Internet search engines to be displayed alongside organic (non-sponsored) web search results. Based on prior literature, we draw an analogy between these markets and financial markets. We use the analogy as well as the key...

Persistent link: https://www.econbiz.de/10014044833

The Internet as an Advertising Support

Morozan, Cristian - 2015

The online environment's most powerful followers talk in glorious terms about the fact that the Internet will be changing the whole world media structure. Certainly, it is factual that technology affects the media nature, but it is by the same means false to reason that the existent...

Persistent link: https://www.econbiz.de/10014046918

Visual Complexity in Banner Ads : The Role of Color, Photography, and Animation

Huhmann, Bruce A. - 2020

Two studies investigate visual complexity in banner ads and support predictions based on the resource-matching perspective, which suggests that processing is optimized when the resources required to process a stimulus match the resources available. A content analysis of actual banner ads...

Persistent link: https://www.econbiz.de/10014223872

An Integrated Marketing Communications Perspective on Social Media Metrics

Barger, Victor A.; Labrecque, Lauren - 2016

Marketers are being inundated with social media metrics, but there is little consensus on what one should be measuring, let alone how these measures inform marketing strategy. This article attempts to bring clarity to the situation by adopting an integrated marketing communications perspective....

Persistent link: https://www.econbiz.de/10014156792