02030101 TMBA TMBA #tm_1th_2 > li:nth-child(3) > ul > li.toy_0 > a 02030101 TMBA TMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(1) > a 02030201 IMBA IMBA #tm_1th_2 > li:nth-child(3) > ul > li.toy_1 > a 02030201 IMBA IMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(2) > a 02030301 EMBA EMBA #tm_1th_2 > li:nth-child(3) > ul > li.toy_2 > a 02030301 EMBA EMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(4) > a 02030401 PMBA PMBA #tm_1th_2 > li:nth-child(3) > ul > li.last.toy_3 > a 02030401 PMBA PMBA #mprovide > div > div > div.box.box1 > ul > li:nth-child(3) > a 02040101 FMBA FMBA #tm_1th_2 > li:nth-child(4) > ul > li.toy_0 > a 02040101 FMBA FMBA #mprovide > div > div > div.box.box3 > ul > li:nth-child(1) > a 02040201 MFE MFE #tm_1th_2 > li:nth-child(4) > ul > li.toy_1 > a 02040201 MFE MFE #mprovide > div > div > div.box.box3 > ul > li:nth-child(3) > a 02040401 IMMBA IMMBA #tm_1th_2 > li:nth-child(4) > ul > li.toy_2 > a 02040401 IMMBA IMMBA #mprovide > div > div > div.box.box3 > ul > li:nth-child(2) > a 02040501 IMMS IMMS #tm_1th_2 > li:nth-child(4) > ul > li.toy_3 > a 02040501 IMMS IMMS #mprovide > div > div > div.box.box3 > ul > li:nth-child(4) > a 02040601 SEMBA SEMBA #tm_1th_2 > li:nth-child(4) > ul > li.toy_4 > a 02040601 SEMBA SEMBA #mprovide > div > div > div.box.box3 > ul > li:nth-child(6) > a 02040701 GP GP #tm_1th_2 > li:nth-child(4) > ul > li.last.toy_5 > a 02040701 GP GP #mprovide > div > div > div.box.box3 > ul > li:nth-child(7) > a 02040701 admission admission #txt > div.sub0303.mt_20 > div.btn_wrap > a 02040701 GP GP #mprovide > div > div > div.box.box3 > ul > li:nth-child(7) > a
본문 바로가기 사이트 메뉴 바로가기 주메뉴 바로가기

세미나 & 포럼

Academic SeminarFinancial Returns to Firms’ Communication Actions on Firm-Initiated Social Media: Evidence from Facebook Business Pages

  • 일시
  • 2018-07-23 ~ 2018-07-23
  • 시간
  • 16:00 ~ 17:30
  • 장소
  • 수펙스경영관 5층 최종현A강의실
  • 주관부서
  • 경영공학부 행정팀
  • 전공대상
  • IT경영
IT경영 분야 세미나를 아래와 같이 개최하오니, 관심 있는 분들의 많은 참석 부탁 드립니다.

1. 일시: 2018년 7월 23일(월), 16:00~17:20
2. 장소: 수펙스경영관 5층 최종현A강의실
3. 강사: 한건수 교수 (McGill University)
4. 주제: Financial Returns to Firms’ Communication Actions on Firm-Initiated Social Media: Evidence from Facebook Business Pages
5. 연구분야: IT경영 분야
* Lecture will be delivered in Korean.

Abstract:
The primary goal of this study is to investigate the financial returns to firms’ communication actions on a firm-initiated social media platform by focusing on Facebook Business pages. To this end, we conceptualize and quantify two types of firms’ communication actions on social media: posts and responses to customer messages. Further, we classify a firm’s responses to customer messages based on the valence of customer messages – positive vs. negative – and examine the effects of volume as well as timeliness of the two types of a firm’s responses to customer messages on firm performance. Using a sample of 63 South Korean firms across industries over a three-year period (5,566 firm-week observations), we find that the volume and timeliness of a firm’s responses to negative customer messages, which are associated with an increase in customer satisfaction, have a significant positive impact on the firm’s market performance, measured by abnormal returns and Tobin’s q. Interestingly, the results suggest that a firm’s posts and its responses to positive customer messages are not significantly associated with firm performance. Further, we find that a firm’s posts and its responses to negative customer messages exhibit complementarities in contributing to firm performance. Our results are robust to various alternative specifications, econometric concerns, and Facebook’s policy changes such as EdgeRank and Promoted Post. Our findings underscore the business value of firms’ actions on social media and provide unique and important implications for theory and practice regarding the appropriate ways to use social media for building and managing customer relationships.
만족도조사

이 페이지에서 제공하는 정보에 대하여 만족하십니까?

콘텐츠담당자 : 이지선 연락처 : 02-958-3239

소식

관심자등록

KCB ISSUE