IDLab Workshop

Ilia Naidanov presented the study “Influence of firm-generated social media content on a firm's profitability”.

This study deals with various characteristics of firm-generated social media content that affect company profitability. The dataset consists of Russian companies and their online publications on their official social media pages in VKontakte during 2016-2022. Random effects regression was used to model firms’ profitability. Findings of this study would be useful for firms seeking to improve their social media content strategies.