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It pays to pay attention: How firm's and competitor's marketing levers affect investor attention and firm value

Abhishek Borah, S.Cem Bahadir, Anatoli Colicev and Gerard J. Tellis

International Journal of Research in Marketing, 2022, vol. 39, issue 1, 227-246

Abstract: Investors' attention to a firm's stock has been demonstrated to influence stock returns (Da et al., 2011). But does a firm's marketing information draw attention to a firm's stock? Research in finance, accounting, and marketing has investigated advertising as one potential driver of investors' attention to a firm's stock. How about other potential marketing drivers? The authors develop hypotheses related to the impact of the changes in four marketing levers: advertising, product development announcements, WOM, and customer satisfaction on the change in investor attention to a firm's stock. Furthermore, they investigate the moderating role of competitors' marketing levers in these relationships.

Keywords: Marketing levers; Investor attention; Competitors; Firm value; Marketing-finance (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1016/j.ijresmar.2021.09.009

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