Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/205786 
Erscheinungsjahr: 
2019
Quellenangabe: 
[Journal:] European Research on Management and Business Economics (ERMBE) [ISSN:] 2444-8834 [Volume:] 25 [Issue:] 2 [Publisher:] Elsevier [Place:] Amsterdam [Year:] 2019 [Pages:] 54-62
Verlag: 
Elsevier, Amsterdam
Zusammenfassung: 
This study tests the impact of usage of Twitter as a microblogging service provider on shareholders’ returns and abnormal returns. In accordance with this purpose, two portfolios were created based on measurement of whether firms had a 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 increases in the abnormal returns of shareholders. Nevertheless, the market betas of greater than 1 observed in the related portfolios have revealed that these portfolios are more risky than alternative portfolios.
Schlagwörter: 
CAPM
Microblogging
Portfolio analysis
Shareholder return
Social media marketing
Twitter
JEL: 
M31
M37
G11
Persistent Identifier der Erstveröffentlichung: 
Creative-Commons-Lizenz: 
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Dokumentart: 
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