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- W3207436384 endingPage "246" @default.
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- W3207436384 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. To test the hypotheses, they compile a panel dataset with 349 firms covering the 2007–2017 period. The results suggest that the changes in the focal firm's advertising and WOM have a positive and significant impact on the changes in investor attention to the focal firm’s stock. Furthermore, these effects are amplified when there is an increase in competitors' advertising spending and WOM, respectively. For the customer satisfaction lever, the results suggest that the change in competitors' customer satisfaction enhances the impact of the change in focal firm's customer satisfaction on investor attention. Collectively, the results suggest that investors attend to the firm's and its competitors' marketing information in a much more nuanced manner than previously thought." @default.
- W3207436384 created "2021-10-25" @default.
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- W3207436384 creator A5051312251 @default.
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- W3207436384 date "2022-03-01" @default.
- W3207436384 modified "2023-09-25" @default.
- W3207436384 title "It pays to pay attention: How firm's and competitor's marketing levers affect investor attention and firm value" @default.
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- W3207436384 doi "https://doi.org/10.1016/j.ijresmar.2021.09.009" @default.
- W3207436384 hasPublicationYear "2022" @default.
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