000			02026cam a2200301 4500500
005			20250413013205.0
041			_afre
042			_adc
100	1	0	_aTalukdar, Nabanita _eauthor
245	0	0	_aLuxury connoisseurs and Twitter: An empirical study of the relationship between luxury brands’ tweet volume and their stock price returns in the US
260			_c2020.
500			_a85
520			_aThe world’s financial communities take a huge interest in luxury brands, and they attract the attention of financial markets. In today’s Web 2.0 climate, characterized by user-generated content (UGC) and social networking sites (SNS) such as Twitter, luxury brands are utilizing Twitter to consolidate their existing consumer base and draw in new prospects. This study investigates the effect of marketers’ use of Twitter on the stock prices of luxury brands. Using stock return response modeling, this study applies three regression models that use tweet volume from luxury brands, retweet volume of brands’ tweets, and their ratio to predict the variability in their stock price returns, after accounting for market returns. The results show that there are negative correlations among Twitter variables and stock returns of luxury brands, after accounting for market returns. The research findings provide key insights that shed light on the link between social media marketing and financial outcomes. JEL codes: M30, M31
690			_aelectronic word of mouth (eWOM)
690			_aluxury brands
690			_aretweet
690			_astock return response modeling
690			_atweet
690			_aTwitter
690			_aelectronic word of mouth (eWOM)
690			_aluxury brands
690			_aretweet
690			_astock return response modeling
690			_atweet
690			_aTwitter
786	0		_nMarché et organisations | o 37 | 1 | 2020-01-10 | p. 73-97 | 1953-6119
856	4	1	_uhttps://shs.cairn.info/journal-marche-et-organisations-2020-1-page-73?lang=en&redirect-ssocas=7080
999			_c1107429 _d1107429