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Media Endorsements of New Product Announcements: A New Marketing Strategy

Author

Listed:
  • Angelos J. Doukas
  • Jie (Michael) Guo
  • Herbert Y. T. Lam
  • Sarah (Hong) Xiao

Abstract

This paper examines whether investors' decisions are influenced by the word content of newspaper reports of new product announcements. Using textual analysis we find that announcements of new products covered by financial newspapers with positive word content earn significant abnormal returns. These returns are 270 basis points higher than new products without positive word coverage, and such announcements bring negative impact to their rival firms' value. Our results suggest that the market reacts to the linguistic content of the new product announcement rather than to the announcement itself.

Suggested Citation

  • Angelos J. Doukas & Jie (Michael) Guo & Herbert Y. T. Lam & Sarah (Hong) Xiao, 2016. "Media Endorsements of New Product Announcements: A New Marketing Strategy," European Financial Management, European Financial Management Association, vol. 22(3), pages 394-426, June.
    • Handle: RePEc:bla:eufman:v:22:y:2016:i:3:p:394-426
    DOI: 10.1111/eufm.12057
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    Cited by:

    1. Hugh M. J. Colaco & Amedeo De Cesari & Shantaram P. Hegde, 2017. "Retail Investor Attention and IPO Valuation," European Financial Management, European Financial Management Association, vol. 23(4), pages 691-727, September.
    2. María Gutiérrez & Nino Papiashvili & Josep A. Tribó & Antonio B. Vazquez, 2020. "Managerial incentives for attracting attention," European Financial Management, European Financial Management Association, vol. 26(4), pages 896-937, September.
    3. Emanuele Bajo & Marco Bigelli & Carlo Raimondo, 2020. "Ownership ties, conflict of interest, and the tone of news," European Financial Management, European Financial Management Association, vol. 26(3), pages 560-578, June.

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