Media endorsements of new product announcements : a new marketing strategy
(2014)
Journal Article
Lam, H., Doukas, A., Guo, M., & Xiao, S. (2016). Media endorsements of new product announcements : a new marketing strategy. European Financial Management, 22(3), 394-426. https://doi.org/10.1111/eufm.12057
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 wor... Read More about Media endorsements of new product announcements : a new marketing strategy.