专注论文查重修改6年+经验

网路关键字搜寻、广告与企业绩效

【中文摘要】:本研究旨在探讨网路关键字与广告对于企业财务绩效的影响,此效果是否受到市场状态的改变而有所不同,并考量网路关键字搜寻量与广告之间的交互作用。
本研究的实证结果发现网路关键字搜寻量与广告的增加皆正向显着影响企业营收的变动。且网路关键字搜寻量与广告之间存在交互作用,能正向影响企业营收变动。网路关键字搜寻量增加对企业营收变动的影响,本文发现受到市场状态不同呈现不对称的现象。而广告增加对企业营收变动的效果,没有发现受到市场状态的改变存在差异。
【英文摘要】:This paper discusses the influence of internet search queries and advertising on firm performance, in order to explore whether there are differences when the states of market changes. The interaction between internet search queries and advertising are also considered in this paper.
The results show that the increase of search volume index (SVI) and advertising would create a significant positive impact on corporate sales. During the sample period, the interaction between search volume index (SVI) and advertising is significant, and has the same results. In different states of market, the impact of search volume index (SVI) on the changes in corporate revenue shows asymmetry. Besides, we do not find differences from the impact of the increase of advertising on the changes in business revenue in different market states.
【参考文献】:

  • 参考文献
  • 1.英文文献
  • Anderson, M. C., Banker, R. D., and Janakiraman, S. N. 2003. Are selling, general, and administrative costs “sticky”?. Journal of Accounting Research,41(1): 47-63.
  • Andras, T.L., and Srinivasan,S.S. 2003. Advertising intensity and R&D intensity: Differences across industries and their impact on firm’s performance. International Journal of Business and Economics, 2(2): 167-176.
  • Ashley, R., Granger, C. W., and Schmalensee, R. 1980. Advertising and aggregate consumption: an analysis of causality. Econometrica: Journal of the Econometric Society, 1149-1167.
  • Assael, H. 1984. Consumer behavior and marketing action. Kent Pub. Co..
  • Babad, E. 1995. Can accurate knowledge reduce wishful thinking in voters” predictions of election outcomes? Journal of Psychology: Interdisciplinary & Applied, 129(3): 285–300.
  • Babad, E., and Katz, Y. 1991. Wishful thinking—against all odds. Journal of Applied Social Psychology, 21(23): 1921–1938.
  • Baker, M., and Wurgler, J. 2007. Investor sentiment and the stock market. Journal of Economic Perspectives, 21(2): 129–151
  • Balachander, S., and Ghose S. 2003. Reciprocal spillover effects: A strategic benefit of brand extensions. Journal of Marketing, 67(1): 4-13.
  • Bank, M., Larch, M., and Peter, G. 2011. Google search volume and its influence on liquidity and returns of German stocks. Financial Markets and Portfolio Management, 25(3): 239-264.
  • Barber, B. M., and Odean, T. 2008. All that glitters: The effect of attention and news on the buying behavior of individual and institutional investors. Review of Financial Studies, 21(2): 785-818.
  • Barber, B. M., Odean, T. and Zhu, N. 2009. Systematic Noise. Journal of Financial Markets, 12(4): 547-569.
  • Beatty, S. E., and Elizabeth Ferrell, M. 1998. Impulse buying: modeling its precursors. Journal of retailing, 74(2): 161-167.
  • Blattberg, R. C., Briesch, R., and Fox, E. J. 1995. How promotions work. Marketing Science, 14(3):122-132.
  • Boyd, R., and Seldon, B. J. 1990. The fleeting effect of advertising: Empirical evidence from a case study. Economics Letters, 34(4): 375-379.
  • Chemmanur, T., and Yan, A. 2009. Advertising, attention, and stock returns. Working Paper, Boston College and Fordham University
  • Choi, H., and Varian, H. 2009. Predicting initial claims for unemployment benefits. Google Inc.
  • Clark, C. R., Doraszelski, U.,and Draganska, M. 2009. The effect of advertising on brand awareness and perceived quality: an empirical investigation using panel data. Quantitative Marketing and Economics, 7(2): 207–236.
  • Da, Z., Engelberg, J., and Gao, P. 2011. In search of attention. Journal of Finance, 66(5): 1461–1499.
  • Da, Z., Engelberg, J., and Gao, P. 2011. In search of fundamentals. Working paper.
  • Domowitz, I., Hubbard, R. G., and Peterson, B. C. 1988. Market structure and cyclical fluctuations in U.S. manufacturing. The Review of Economics and Statistics, 70(1): 55-66.
  • Ducoffe, R.H. 1995. How consumer assess the value of advertising. Journal of Current Issues and Research in Advertising, 17(1): 1-18.
  • Ducoffe, R.H. and Curlo, E. 2000. Advertising value and advertising. Journal of Marketing Communication, 6(4): 247-262.
  • Estelami, H., Lehmann, D. R., and Holden, A. C. (2001). Macro-economic determinants of consumer price knowledge: A meta-analysis of four decades of research. International Journal of Research in Marketing, 18(4), 341-355.
  • Esters, S. D. 1996. What makes Internet users click?. National Underwriter .
  • Flanagin, A. J., and Metzger, M. J. 2001. Internet use in the contemporary media environment. Human Communication Research, 27(1): 153-181.
  • Frieder, L., and Subrahmanyam, A. 2005. Brand Perceptions and the Market for Common Stock. Journal of Financial and Quantitative Anlysis, 40(1): 57-85.
  • Fu, F. F., Jou, Y. H., and Lee, K. C. 2004. Consumer internet information search behavior – take backpacker as an example. MIS Review, (13): 125-153.
  • Gabaix, X., and Laibson, D. 2006. Shrouded attributes, consumer myopia, and information suppression in competitive markets. The Quarterly Journal of Economics, 121(2): 505-540.
  • Gervais, S., and Odean, T. 2001. Learning to be overconfident. Review of Financial studies, 14(1): 1-27.
  • Goldhaber, M. H. 1997. The attention economy and the net. First Monday, 2(4).
  • Graham, R.C. and Frankenberger, K.D. 2011. The Earnings Effects of Marketing Communication Expenditures During Recessions. Journal of Advertising, 40(2): 5-24.
  • Grossman, S. J., and Stiglitz, J. E. 1980. On the impossibility of informationally efficient markets. The American economic review, 393-408.
  • Hagemann, K., and Scholderer, J. 2007. Consumer versus Expert Hazard Identification: A Mental Models Study of Mutation‐bred Rice. Journal of Risk Research, 10(4): 449-464.
  • Hoeffler, S. 2003. Measuring preferences for really new products. Journal of Marketing Research, 40(4): 406-420.
  • Huberman, G., and Regev, T. 2001. Contagious speculation and a cure for cancer: A nonevent that made stock prices soar. The Journal of Finance, 56(1): 387-396.
  • Jegadeesh, N., and Titman, S. 2001. Profitability of momentum strategies: An evaluation of alternative explanations. The Journal of Finance, 56(2): 699-720.
  • Kamber, T. 2002. The Brand Manager’s Dilemma: Understanding How Advertising Expenditures Affect Sales Growth During a Recession. Journal of Brand Management, 10 (2): 106-121.
  • Karlsson, N., Loewenstein, G., and Seppi, D. 2009. The ostrich effect: Selective attention to information. Journal of Risk and Uncertainty, 38(2): 95-115.
  • Katona, G. 1975. Psychological economics. Oxford, England: Elsevier.
  • Katsenelson, V. N. 2007. Active Value Investing: Making Money in Range-Bound Markets (Vol. 293). John Wiley and Sons.
  • Kijewski, V. 1982. Media Advertising When Your Market Is in a Recession. Cahners Advertising Research Report, Strategic Planning Institute.
  • Kim, K. S., and Allen, B. 2002. Cognitive and task influences on Web searching behavior. Journal of the American Society for Information Science and Technology, 53(2): 109-119.
  • Kim, M., and Lennon, S. J. 2000. Television shopping for apparel in the United States: effects of perceived amount of information on perceived risks and purchase intentions. Family and Consumer Sciences Research Journal, 28(3), 301-331.
  • Lambin, J. J. 1976. Advertising, competition and market conduct in oligopoly over time: an econometric investigation in Western European countries. Amsterdam: North-Holland Publishing Company.
  • Lamey, L., Deleersnyder, B., Dekimpe, M. G., and Steenkamp, J. B. E. (2007). How business cycles contribute to private-label success: evidence from the United States and Europe. Journal of Marketing, 71(1): 1-15.
  • Lee, J., and Cho, J. 2005. Consumers’ use of information intermediaries and the impact on their information search behavior in the financial market. Journal of Consumer Affairs, 19(1): 95-120.
  • Lee, J. S., Kuo, C. T., and Yen, P. H. 2011. Market states and initial returns: evidence from Taiwanese IPOs. Emerging Markets Finance and Trade, 47(2): 6-20.
  • Lee, J. S., Yen, P. H., and Chan, K. C. 2013. Market states and disposition effect: evidence from Taiwan mutual fund investors. Applied Economics, 45(10), 1331-1342.
  • Lee, T. D., Yun, T.W., and Haley, E. 2012. The interplay between advertising disclosures and financial knowledge in mutual fund investment decisions. Journal of Consumer Affairs, 46(2): 260-287.
  • Lilien, G. L., and Srinivasan, R. 2010. Marketing spending strategy in recessions. Australasian Marketing Journal (AMJ), 18(3): 181-182.
  • Little, J. D. 1979. Aggregate advertising models: The state of the art. Operations Research, 27(4): 629-667.
  • Lou, D. 2014. Attracting investor attention through advertising. Review of Financial Studies, Forthcoming.
  • McDaniel, S. W., Rao, C., and Jackson, R. W. 1986. Inflation‐induced adaptive behavior. Psychology and Marketing, 3(2): 113-122.
  • Mehra, Y. P. 2001. The wealth effect in empirical life-cycle aggregate consumption equations. Economic Quarterly-Federal Reserve Bank of Richmond, 87(2): 45-68.
  • Merton, R. C. 1987. A simple model of capital market equilibrium with incomplete information. Journal of Finance, 42(3): 483-510.
  • Mizik, N., and Jacobson, R. 2003. Trading off between value creation and value appropriation: The financial implication of shifts in strategic emphasis. Journal of Marketing, 67(1): 63-76.
  • Nelson, P. 1970. Information and Consumer Behavior. Journal of Political Economy, 78(2): 311–329.
  • Nelson, P. 1974. Advertising as Information. Journal of Political Economy, 82(4): 729–54.
  • Osinga, E. C., Leeflang, P. S., Srinivasan, S., and Wieringa, J. E. 2011. Why do firms invest in consumer advertising with limited sales response? A shareholder perspective. Journal of Marketing, 75(1): 109-124.
  • Pagan, A. R., and Sossounov, K. A. 2003. A simple framework for analysing bull and bear markets. Journal of Applied Econometrics, 18(1): 23-46.
  • Peress, J., 2008. Media coverage and investors’ attention to earnings announcements. Working Paper, INSEAD and London School of Economics
  • Quelch, J. A., and Jocz, K. E. 2009. How to market in a downturn. Harvard Business Review, 87(4): 52-62.
  • Samuelson, P. A. 1965. Proof that properly anticipated prices fluctuate randomly. Industrial management review, 6(2): 41-49.
  • Schiffman, L. G., and Kanuk, L. L. 2000. Consumer behavior, 7th.
  • Shipchandler, Z. E. 1982. Keeping down with the joneses: Stagflation and buyer behavior. Business Horizons, 25(6): 32-38.
  • Shleifer, A. 2000. Inefficient markets: An introduction to behavioral finance. Oxford university press.
  • Sichel, D. E. 1993. Business cycle asymmetry: a deeper look. Economic Inquiry, 31(2): 224-236.
  • Srivastava, R., Shervani, T., and Fahey, L. 1998. Market-Based Assets and Shareholder Value: A Framework for Analysis. Journal of Marketing, 62(1): 2–18.
  • Stock, J. H., and Watson, M. W. 1999. Business cycle fluctuations in US macroeconomic time series. Handbook of macroeconomics, 1: 3-64.
  • Thorson, E., Chi, A., and Clark, L. 1992. Attention memory attitude and conation: a test of the advertising hierarchy. NA, J Advances in Consumer Research, 19, 366-379.
  • Vlastakis, N., and Markellos, R. N. 2012. Information demand and stock market volatility. Journal of Banking & Finance, 36(6): 1808-1821.
  • Varki, S., and Wong, S. 2003. Consumer involvement in relationship marketing of services. Journal of Service Research, 6(1), 83-91.
  • Wand, M. H., and Yeh, Q. J. 2000. The relationships among consumer attributes, users’ satisfactions on web and www purchase intention. Journal of Business Administration, (48): 121-137.
  • Wellisch, H. 1972. From information science to informatics: a terminological investigation. Journal of Librarianship and Information Science, 4(3): 157-187.
  • Zamowitz, V. 1985. Business Cycle Theory in Historical Perspective. Journal of Economic Literature, 23, June: 523-580.
  • 2.中文文献
  • 王玉玲(2007),化妆品消费价值、市场行家与品牌态度、口碑传播关係研究—以大台北地区女性为例,铭传大学管理学院高阶经理硕士学程在职专班,硕士论文。
  • 白仁豪(2002),参考价格、涉入对消费者价格认知与资讯搜集之影响-化妆水之个案研究,中兴大学行销学系,硕士论文。
  • 李宜萍(1998),金融海啸企业求生转强之道,管理杂誌,第414期。
  • 汪志坚(2008),消费者行为,全华图书出版。
  • 资策会FIND(2012),2011全球网路行为大揭密,资策会。
  • 刘佩婷(2013),关键字广告不被点击也能获得品牌态度:以重複曝光效果讨论,中国文化大学国际贸易学系,硕士论文。
  • 来源:中山大学;作者:杨雅婷
    文懂论文-重复率修改第一品牌,http://www.szwox.com解决论文查重论文降重复,重复率高等各种论文难题的专家

    最新文章

    • 什么是学术不端行为
      什么是学术不端行为
      什么是学术不端行为 1992 年,由美国国家科学院、国家工程院和国家医学研究院组成的 22 位...
    • 论文降重复服务 1. 本网站及服务 szwox.com提供哪些服务? szwox.com是一个...

    联络我们

    QQ: 767326772
    文懂论文
    网站:http://www.szwox.com/
    E-mail: turuinit@foxmail.com

    我们的服务

    我们提供毕业论文、期刊论文、硕士论文、博士论文、会议论文格式排版,论文查重,重复率修改等服务。强大论文查重系统,一手老师资源,首创安全保密查重修改流程。充分保障客户论文查重安全以及修改后的品质,赢得了老师和同学们的信任和口碑。