A Fortune 500 Perspective
Cong Li and Don Stacks
Chapter 8. The Big Four
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The Big Four
In the previous chapters we have presented our research findings on each of the four social media platforms. In this chapter, we will combine all the data that we collected and analyze them at a more aggregate and more theoretical level. Since the data cover a 5-year span from January 2009 to December 2013, we will also test the social media usage trends across different years. In conducting such data analyses, we hope to answer the following research questions:
• What is the best way to measure a company’s outcomes on social media, including reputation, relationship, trust, credibility, and confidence?
• Do a company’s social media outcomes affect its business performance from a finance perspective, measured in its monthly stock return?
• Do a company’s social media outcomes affect its business performance from an accounting perspective, measured in its quarterly ← 103 | 104 → total revenue, net income (or loss), earnings per share, profit margin, return on assets, and return on equity?
• Do a company’s social media outcomes differ across various business sectors?
• Does a company’s social media activeness differ across the four platforms Twitter, Facebook, YouTube, and Google+?
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