Can Pharrell, Bono and other Davos regulars really change the world?


Published: 16Feb2015

The Globe’s roundup of research from business schools.
... Social media efforts prove good for a firm’s bottom line
The marketing arms of many companies have embraced Facebook, Twitter and other social media sites. But do these efforts help a firm’s bottom line? Yes, according to a new study by a group of researchers at McGill University’s Desautels Faculty of Management in Montreal. The four researchers – Sunghun Chung, Animesh Animesh, Kunsoo Han and Alain Pinsonneault – analyzed data from the Facebook pages of 63 publicly-traded South Korean firms from 2010 through 2012.
Read full article: The Globe and Mail, February 10, 2015