Economic Impact Analysis of Social Media Marketing on ‎Corporate Value Creation

  • Authors

    • Zhou Fang Panyapiwat Institute of Management
    • Haijun Lu Panyapiwat Institute of Management
    https://doi.org/10.14419/xta9k360

    Received date: September 23, 2025

    Accepted date: October 7, 2025

    Published date: October 18, 2025

  • Social Media Marketing; Corporate Value Creation; Economic Impact; Digital Marketing ROI; Enterprise Value; Financial Performance

  • Abstract

    This study examines the economic impact of social media marketing (SMM) on corporate value creation through a comprehensive analysis ‎of 450 publicly traded companies across multiple industries from 2018 to 2023. Using a mixed-methods approach combining quantitative ‎financial and qualitative content analysis, we investigate how social media marketing investments translate into measurable corporate value. ‎Our findings reveal that companies with strategic social media marketing initiatives demonstrate significantly higher market valuations, with ‎an average 12.3% increase in enterprise value compared to firms with minimal social media presence. The study employs multiple ‎regression analysis, event study methodology, and propensity score matching to establish causal relationships between SMM expenditures ‎and key financial performance indicators, including ROI, brand equity, and shareholder value. Results indicate that social media marketing ‎effectiveness varies significantly across industries, with technology and consumer goods sectors showing the highest correlation ‎coefficients (r = 0.742 and r = 0.689, respectively). The research contributes to the growing literature on digital marketing's financial impact ‎by providing empirical evidence of SMM's role in value creation mechanisms. Practical implications suggest that optimal SMM investment ‎levels range between 2.5-4.2% of total marketing budget for maximum value creation efficiency. This study advances our understanding of ‎digital marketing's economic implications and provides actionable insights for corporate financial strategy in the digital economy‎.

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  • How to Cite

    Fang, Z. ., & Lu, H. . (2025). Economic Impact Analysis of Social Media Marketing on ‎Corporate Value Creation. International Journal of Accounting and Economics Studies, 12(6), 655-665. https://doi.org/10.14419/xta9k360