Graduation Year

2014

Document Type

Dissertation

Degree

Ph.D.

Degree Granting Department

Finance

Major Professor

Ronald Rutherford

Keywords

Individual Investors, Real Estate, Social Media, Spread, Volume

Abstract

In the first essay we explore and establish a direct link between investor attention to advertising videos viewed on social media, and trading activity in a firm's securities. We find a positive relation between views of these advertising videos and volume, and a negative relationship between views and bid-ask spread. Returns are positively related to change in views. The positive price pressure is reversed over the following two weeks. The decreases in spread and temporary increase in returns are consistent with increased purchasing by individual investors who view the advertising videos. Our results support the hypothesis that the number of views (attention) is more important than advertising dollars. Views are tested concurrently with Google Abnormal Search Volume Index (ASVI), and the empirical results suggest that views and ASVI provide measures of attention for different investor groups. Our results also suggest that the link of ASVI to individual investors may be diminished in more recent periods.

In the second essay, using a unique data set provided by the Texas Comptroller of Public Accounts along with Dallas County, Texas Appraisal District files and Multiple Listing Service (MLS) sales, we examine whether residential properties sold through a multiple listing service sell at similar prices compared to properties that do not sell through a multiple listing service after controlling for Grantor (seller) type. We find a 1.8% premium for properties sold through a MLS by individuals after controlling for different grantor types. Our results indicate that only individuals receive this premium.

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