Цифровой образ компании и её стоимость

Российский журнал менеджмента. 2023. Т. 21. № 1. С. 5–22.

Molodchik M., Гагарин А. С., Елтышев Р. А.

Goal: the paper evaluates the impact of a company’s digital image on its value. Methodology: the authors use panel data analysis applied to a large array of information on the news of the 25 largest US medias, the Google Trends web application and the Twitter social network for the period from 2017 to 2022 for companies from the NASDAQ-100 index. Findings: the findings revealed that the popularity of the company on the Internet, the number of tweets, the information polarity in digital channels and the frequency of mentioning Robotics and CRM technologies significantly positively affect company’s value. At the same time, the amount of news and information about Big Data technology has a negative impact on investor expectations. Originality and contribution of the authors: to the best of our knowledge this study is the first one introducing a definition of the company’s digital image and indicators for its measurement. The authors emphasis the specific characteristics of digital channels, such as visibility, information content, involvement, reliability and the sentiment analysis of company’s information in the digital space.

Keywords: стоимость компании, twitter, measurement, news, новости, цифровые технологии, twitter, цифровизация, digital image, Google Trends, Google Trends, company’s value, digital technologies, измерение цифрового образа

Publication based on the results of: Intellectual Capital of an Organization: Human Resource Management Practices and Knowledge Sharing (2023)