SOCIAL MEDIA ENGAGEMENT AND STOCK RETURN OF COMPANIES INCLUDED IN KOMPAS100 (CASE OF YOUTUBE AND TWITTER)

• Main Author: Gamaliel Santosa, Jason
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64455
• Institution: Institut Teknologi Bandung

Communication media used by human change over time. Nowadays, most of activities in communication occur in online social media. In social media, users can share contents to public in the form of text, photos, and videos. Hence, it could create engagement between the content creator and social media users. Companies’ decision to use social media as a platform to share information to public must be considered carefully. Because the content shared might include vital and important information about the company, such as marketing plan and projected future growth of the company. So, this research has an objective to know whether social media engagement affect stock return of companies listed in Kompas100. Data collected secondary by accessing to publicly available sources. This research uses Multiple Linear Regression through SPSS programme. The results show that social media engagement is very small negative impact to geometric mean stock return and no impact to arithmetic mean stock return. It might be happened because the content shared by the companies neither included vital nor important information hence the social media engagement do not affect stock return. The results of this research are expected could be consideration for companies in utilize social media and create engagement with the users.