ADVERTISING ON FACEBOOK: THE EFFECT ON FUND FLOWS OF FUND FAMILY

Author: 
Peer reviewed: 
No, item is not peer reviewed.
Scholarly level: 
Graduate student (Masters)
Date created: 
2017-02-27
Keywords: 
Advertisement
Facebook
Mutual funds
Fund family
Fund flows
Abstract: 

Using data for the top 100 US mutual fund families for the period between Jan 2009 to Jun 2016, this paper studies the relationship between mutual fund families’ advertising on Facebook and their fund flow. In particular, I examine whether advertising via social media helps mutual funds to attract new fund flow. I also include the number of followers to proxy for visibility and past returns to control for performance. In line with previous research, I find that large part of the variation in the mutual fund flows remains unexplained. My findings suggest that the effect of higher attention drawn by social media advertising on the new fund flow (although positive) is weak.

Description: 

MSc in Finance Project-Simon Fraser University

Language: 
English
Document type: 
Graduating extended essay / Research project
Rights: 
You are free to copy, distribute and transmit this work under the following conditions: You must give attribution to the work (but not in any way that suggests that the author endorses you or your use of the work); You may not use this work for commercial purposes; You may not alter, transform, or build upon this work. Any further uses require the permission of the rights holder (or author if no rights holder is listed). These rights are based on the Creative Commons Attribution-NonCommercial-NoDerivatives License.
File(s): 
Senior supervisor: 
Atanasova, Christina
Department: 
Beedie School of Business-Segal Graduate School
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