IDEAS home Printed from https://ideas.repec.org/a/pal/jmarka/v11y2023i3d10.1057_s41270-022-00155-w.html
   My bibliography  Save this article

The effects of internet search intensity for products on companies’ stock returns: a competitive intelligence perspective

Author

Listed:
  • Saeed Tajdini

    (Indiana University Southeast)

Abstract

Does internet search intensity (ISI) for a company’s product affect the company’s stock returns? How about the ISI for its rival product? How does ISI for the company’s product affect the ISI for the rival and vice versa? How is the evolution and persistence of these effects over time? To answer these questions, this study examines three pairs of rival products: Apple’s iPhone versus Samsung Galaxy, Intel versus AMD processors, and Netflix versus Hulu. Guided by psychological and marketing theories, Vector Autoregressive models were constructed to estimate the effects of ISI for the rival products (1) on the stock returns, and (2) on each other. Results showed that (1) ISI for the products significantly impacts the stock returns, and (2) the effects of ISI for one product on the other are not only significant but also asymmetrical. This multidisciplinary study integrates marketing analytics and financial phenomena and thus contributes to multiple research streams. It also finds that companies’ stock returns can be affected by the consumer online information search, which is responsive to marketing activities. Thus, marketers stand to benefit from leveraging this study’s findings to elevate their role in enhancing one of their companies’ most critical performance metrics—stock returns.

Suggested Citation

  • Saeed Tajdini, 2023. "The effects of internet search intensity for products on companies’ stock returns: a competitive intelligence perspective," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 352-365, September.
    • Handle: RePEc:pal:jmarka:v:11:y:2023:i:3:d:10.1057_s41270-022-00155-w
    DOI: 10.1057/s41270-022-00155-w
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41270-022-00155-w
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41270-022-00155-w?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Aouadi, Amal & Arouri, Mohamed & Teulon, Frédéric, 2013. "Investor attention and stock market activity: Evidence from France," Economic Modelling, Elsevier, vol. 35(C), pages 674-681.
    2. Xu, Zhenning & Frankwick, Gary L. & Ramirez, Edward, 2016. "Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective," Journal of Business Research, Elsevier, vol. 69(5), pages 1562-1566.
    3. Davcik, Nebojsa S. & Sharma, Piyush, 2016. "Marketing resources, performance, and competitive advantage: A review and future research directions," Journal of Business Research, Elsevier, vol. 69(12), pages 5547-5552.
    4. Sridhar Narayanan & Kirthi Kalyanam, 2015. "Position Effects in Search Advertising and their Moderators: A Regression Discontinuity Approach," Marketing Science, INFORMS, vol. 34(3), pages 388-407, May.
    5. Campbell, Margaret C & Kirmani, Amna, 2000. "Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(1), pages 69-83, June.
    6. Scott K. Shriver & Harikesh S. Nair & Reto Hofstetter, 2013. "Social Ties and User-Generated Content: Evidence from an Online Social Network," Management Science, INFORMS, vol. 59(6), pages 1425-1443, June.
    7. Dang, Ha V. & Lin, Mi, 2016. "Herd mentality in the stock market: On the role of idiosyncratic participants with heterogeneous information," International Review of Financial Analysis, Elsevier, vol. 48(C), pages 247-260.
    8. Vogelheim, Paul & Schoenbachler, Denise D. & Gordon, Geoffrey L. & Gordon, Craig C., 2001. "The importance of courting the individual investor," Business Horizons, Elsevier, vol. 44(1), pages 69-76.
    9. Zhi Da & Joseph Engelberg & Pengjie Gao, 2011. "In Search of Attention," Journal of Finance, American Finance Association, vol. 66(5), pages 1461-1499, October.
    10. Jun B. Kim & Paulo Albuquerque & Bart J. Bronnenberg, 2010. "Online Demand Under Limited Consumer Search," Marketing Science, INFORMS, vol. 29(6), pages 1001-1023, 11-12.
    11. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    12. John G. Lynch , Jr. & Dan Ariely, 2000. "Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution," Marketing Science, INFORMS, vol. 19(1), pages 83-103, April.
    13. Sims, Christopher A, 1980. "Macroeconomics and Reality," Econometrica, Econometric Society, vol. 48(1), pages 1-48, January.
    14. Eric T. Bradlow & David C. Schmittlein, 2000. "The Little Engines That Could: Modeling the Performance of World Wide Web Search Engines," Marketing Science, INFORMS, vol. 19(1), pages 43-62, June.
    15. Erik Brynjolfsson & Michael D. Smith, 2000. "Frictionless Commerce? A Comparison of Internet and Conventional Retailers," Management Science, INFORMS, vol. 46(4), pages 563-585, April.
    16. Heimer, Rawley & Simsek, Alp, 2019. "Should retail investors’ leverage be limited?," Journal of Financial Economics, Elsevier, vol. 132(3), pages 1-21.
    17. Anindya Ghose & Panagiotis G. Ipeirotis & Beibei Li, 2012. "Designing Ranking Systems for Hotels on Travel Search Engines by Mining User-Generated and Crowdsourced Content," Marketing Science, INFORMS, vol. 31(3), pages 493-520, May.
    18. Stewart, David W., 2009. "Marketing accountability: Linking marketing actions to financial results," Journal of Business Research, Elsevier, vol. 62(6), pages 636-643, June.
    19. Manjit S. Yadav, 2014. "Enhancing theory development in marketing," AMS Review, Springer;Academy of Marketing Science, vol. 4(1), pages 1-4, June.
    20. Brad M. Barber & Terrance Odean, 2008. "All That Glitters: The Effect of Attention and News on the Buying Behavior of Individual and Institutional Investors," The Review of Financial Studies, Society for Financial Studies, vol. 21(2), pages 785-818, April.
    21. Adachi, Yuta & Masuda, Motoki & Takeda, Fumiko, 2017. "Google search intensity and its relationship to the returns and liquidity of Japanese startup stocks," Pacific-Basin Finance Journal, Elsevier, vol. 46(PB), pages 243-257.
    22. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    23. Merton, Robert C, 1987. "A Simple Model of Capital Market Equilibrium with Incomplete Information," Journal of Finance, American Finance Association, vol. 42(3), pages 483-510, July.
    24. Marnik G. Dekimpe & Dominique M. Hanssens, 1995. "The Persistence of Marketing Effects on Sales," Marketing Science, INFORMS, vol. 14(1), pages 1-21.
    25. Patrali Chatterjee & Donna L. Hoffman & Thomas P. Novak, 2003. "Modeling the Clickstream: Implications for Web-Based Advertising Efforts," Marketing Science, INFORMS, vol. 22(4), pages 520-541, May.
    26. Shilpi Gupta & Monica Shrivastava, 2021. "Herding and loss aversion in stock markets: mediating role of fear of missing out (FOMO) in retail investors," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 17(7), pages 1720-1737, November.
    27. Seshadri Tirunillai & Gerard J. Tellis, 2012. "Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance," Marketing Science, INFORMS, vol. 31(2), pages 198-215, March.
    28. Cook, William A. & Talluri, Vijay S., 2004. "How the Pursuit of ROMI Is Changing Marketing Management," Journal of Advertising Research, Cambridge University Press, vol. 44(3), pages 244-254, September.
    29. Matthias Bank & Martin Larch & Georg Peter, 2011. "Google search volume and its influence on liquidity and returns of German stocks," Financial Markets and Portfolio Management, Springer;Swiss Society for Financial Market Research, vol. 25(3), pages 239-264, September.
    30. Anindya Ghose & Sang Pil Han, 2011. "An Empirical Analysis of User Content Generation and Usage Behavior on the Mobile Internet," Management Science, INFORMS, vol. 57(9), pages 1671-1691, September.
    31. Antti Klemola & Jussi Nikkinen & Jarkko Peltomäki, 2016. "Changes in Investors' Market Attention and Near-Term Stock Market Returns," Journal of Behavioral Finance, Taylor & Francis Journals, vol. 17(1), pages 18-30, January.
    32. Zsolt Katona & Miklos Sarvary, 2008. "Network Formation and the Structure of the Commercial World Wide Web," Marketing Science, INFORMS, vol. 27(5), pages 764-778, 09-10.
    33. Olivier Toubia & Andrew T. Stephen, 2013. "Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter?," Marketing Science, INFORMS, vol. 32(3), pages 368-392, May.
    34. Alan L. Montgomery & Shibo Li & Kannan Srinivasan & John C. Liechty, 2004. "Modeling Online Browsing and Path Analysis Using Clickstream Data," Marketing Science, INFORMS, vol. 23(4), pages 579-595, November.
    35. Ann E. Schlosser, 2005. "Posting versus Lurking: Communicating in a Multiple Audience Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 260-265, September.
    36. Cecere, Grazia & Corrocher, Nicoletta & Battaglia, Riccardo David, 2015. "Innovation and competition in the smartphone industry: Is there a dominant design?," Telecommunications Policy, Elsevier, vol. 39(3), pages 162-175.
    37. Paulo Albuquerque & Polykarpos Pavlidis & Udi Chatow & Kay-Yut Chen & Zainab Jamal, 2012. "Evaluating Promotional Activities in an Online Two-Sided Market of User-Generated Content," Marketing Science, INFORMS, vol. 31(3), pages 406-432, May.
    38. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    39. Tantaopas, Parkpoom & Padungsaksawasdi, Chaiyuth & Treepongkaruna, Sirimon, 2016. "Attention effect via internet search intensity in Asia-Pacific stock markets," Pacific-Basin Finance Journal, Elsevier, vol. 38(C), pages 107-124.
    40. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    41. Anjala S. Krishen & Maria Petrescu, 2017. "The world of analytics: interdisciplinary, inclusive, insightful, and influential," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(1), pages 1-4, March.
    42. Ding, Rong & Hou, Wenxuan, 2015. "Retail investor attention and stock liquidity," Journal of International Financial Markets, Institutions and Money, Elsevier, vol. 37(C), pages 12-26.
    43. Xin (Shane) Wang & Feng Mai & Roger H. L. Chiang, 2014. "Database Submission ---Market Dynamics and User-Generated Content About Tablet Computers," Marketing Science, INFORMS, vol. 33(3), pages 449-458, May.
    44. Matthias W. Uhl, 2014. "Reuters Sentiment and Stock Returns," Journal of Behavioral Finance, Taylor & Francis Journals, vol. 15(4), pages 287-298, October.
    45. Xiang, Zheng & Magnini, Vincent P. & Fesenmaier, Daniel R., 2015. "Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 244-249.
    46. Anindya Ghose & Sha Yang, 2009. "An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets," Management Science, INFORMS, vol. 55(10), pages 1605-1622, October.
    47. Bianchi, Constanza & Mathews, Shane, 2016. "Internet marketing and export market growth in Chile," Journal of Business Research, Elsevier, vol. 69(2), pages 426-434.
    48. Duncan J. Watts & Peter Sheridan Dodds, 2007. "Influentials, Networks, and Public Opinion Formation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 441-458, May.
    49. Youngsoo Kim & Ramayya Krishnan, 2015. "On Product-Level Uncertainty and Online Purchase Behavior: An Empirical Analysis," Management Science, INFORMS, vol. 61(10), pages 2449-2467, October.
    50. Gerald Häubl & Valerie Trifts, 2000. "Consumer Decision Making in Online Shopping Environments: The Effects of Interactive Decision Aids," Marketing Science, INFORMS, vol. 19(1), pages 4-21, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    2. Chaiyuth Padungsaksawasdi & Sirimon Treepongkaruna & Robert Brooks, 2019. "Investor Attention and Stock Market Activities: New Evidence from Panel Data," IJFS, MDPI, vol. 7(2), pages 1-19, June.
    3. Tariq Aziz & Valeed Ahmad Ansari, 2021. "How Does Google Search Affect the Stock Market? Evidence from Indian Companies," Vision, , vol. 25(2), pages 224-232, June.
    4. Krafft, Manfred & Kumar, V. & Harmeling, Colleen & Singh, Siddharth & Zhu, Ting & Chen, Jialie & Duncan, Tom & Fortin, Whitney & Rosa, Erin, 2021. "Insight is power: Understanding the terms of the consumer-firm data exchange," Journal of Retailing, Elsevier, vol. 97(1), pages 133-149.
    5. Anindya Ghose & Avi Goldfarb & Sang Pil Han, 2013. "How Is the Mobile Internet Different? Search Costs and Local Activities," Information Systems Research, INFORMS, vol. 24(3), pages 613-631, September.
    6. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    7. Pauwels, Koen & Aksehirli, Zeynep & Lackman, Andrew, 2016. "Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 639-655.
    8. Smales, L.A., 2021. "Investor attention and global market returns during the COVID-19 crisis," International Review of Financial Analysis, Elsevier, vol. 73(C).
    9. Ana Babić Rosario & Kristine Valck & Francesca Sotgiu, 2020. "Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 422-448, May.
    10. Chen, Zhongdong & Craig, Karen Ann, 2023. "Active attention, retail investor base, and stock returns," Journal of Behavioral and Experimental Finance, Elsevier, vol. 39(C).
    11. Cheng, Feiyang & Chiao, Chaoshin & Wang, Chunfeng & Fang, Zhenming & Yao, Shouyu, 2021. "Does retail investor attention improve stock liquidity? A dynamic perspective," Economic Modelling, Elsevier, vol. 94(C), pages 170-183.
    12. Dong, Dayong & Wu, Keke & Fang, Jianchun & Gozgor, Giray & Yan, Cheng, 2022. "Investor attention factors and stock returns: Evidence from China," Journal of International Financial Markets, Institutions and Money, Elsevier, vol. 77(C).
    13. Salisu, Afees A. & Vo, Xuan Vinh, 2020. "Predicting stock returns in the presence of COVID-19 pandemic: The role of health news," International Review of Financial Analysis, Elsevier, vol. 71(C).
    14. Salisu, Afees A. & Vo, Xuan Vinh, 2021. "Firm-specific news and the predictability of Consumer stocks in Vietnam," Finance Research Letters, Elsevier, vol. 41(C).
    15. Sifat, Imtiaz Mohammad & Thaker, Hassanudin Mohd Thas, 2020. "Predictive power of web search behavior in five ASEAN stock markets," Research in International Business and Finance, Elsevier, vol. 52(C).
    16. Adachi, Yuta & Masuda, Motoki & Takeda, Fumiko, 2017. "Google search intensity and its relationship to the returns and liquidity of Japanese startup stocks," Pacific-Basin Finance Journal, Elsevier, vol. 46(PB), pages 243-257.
    17. Liye Ma & Baohong Sun & Sunder Kekre, 2015. "The Squeaky Wheel Gets the Grease—An Empirical Analysis of Customer Voice and Firm Intervention on Twitter," Marketing Science, INFORMS, vol. 34(5), pages 627-645, September.
    18. Tripathi, Abhinava & Pandey, Ashish, 2021. "Information dissemination across global markets during the spread of COVID-19 pandemic," International Review of Economics & Finance, Elsevier, vol. 74(C), pages 103-115.
    19. Nguyen, Cuong & Hoang, Lai & Shim, Jungwook & Truong, Phuong, 2020. "Internet search intensity, liquidity and returns in emerging markets," Research in International Business and Finance, Elsevier, vol. 52(C).
    20. Christophe Desagre & Catherine D'Hondt, 2020. "Googlization and retail investors' trading activity," LIDAM Discussion Papers LFIN 2020004, Université catholique de Louvain, Louvain Finance (LFIN).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jmarka:v:11:y:2023:i:3:d:10.1057_s41270-022-00155-w. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.