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

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

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.

Suggested Citation

  • Borah, Abhishek & Bahadir, S.Cem & Colicev, Anatoli & Tellis, Gerard J., 2022. "It pays to pay attention: How firm's and competitor's marketing levers affect investor attention and firm value," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 227-246.
    • Handle: RePEc:eee:ijrema:v:39:y:2022:i:1:p:227-246
    DOI: 10.1016/j.ijresmar.2021.09.009
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    References listed on IDEAS

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