RT Journal Article
SR Electronic
T1 Attention: <em>A Better Way to Measure</em>
               <br/>
               <em>SEO Marketing Impact</em>
JF The Journal of Trading
FD Institutional Investor Journals
SP 64
OP 75
DO 10.3905/jot.2014.9.2.064
VO 9
IS 2
A1 Xing Lu
A1 Hunter M. Holzhauer
A1 Jun Wang
YR 2014
UL https://pm-research.com/content/9/2/64.abstract
AB Empirical studies find that marketing efforts can reduce the offer price discount in SEO by attracting more investors’ attention. However, existing measures of investors’ attention are all indirect. This article contributes to the field of SEO marketing the first direct attention measure, the user search frequency index from Google Insight for Search (GIS). We find that a one-point increase in pre-issue GIS index indicates about 3% reduction in offer price discount. More importantly, this effect is not weakened after including all previously found indirect measures, confirming the uniqueness of this direct measure. Last but not least, significant differences between IPO and SEO suggest that this measure works more effectively for SEO.TOPICS: Quantitative methods, security analysis and valuation, legal/regulatory/public policy