Title: The Influence of Social Media Use on Company Financial Performance
Authors: Auliya Zulfatillah
Affiliations: Master of Accounting Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
The purpose of this study is to empirically prove the influence of social media usage on a company's financial performance. Financial performance is measured based on market-based performance with a proxy of market value of equity and accounting-based performance with a proxy of return on equity. This study is a quantitative study, data are processed with a multiple linear regression model to analyze the influence of social media usage on a company's financial performance. There are three ways to measure social media usage: first, by looking at the presence or absence of social media used by the company; second, by looking at social media based on the type of platform used; and third, measuring social media usage with proxies of brand awareness, brand engagement, and word of mouth. The results of the study concluded that social media usage has a positive effect on a company's financial performance, differences in social media platforms used affect a company's financial performance, and world of mouth proxy in social media usage affects a company's financial performance in the short term.
Keywords: social media, company performance
Sources: http://repository.unair.ac.id/94549/