THE STUDY OF THE IMPACT OF E-COMMERCE ACTIVITIES ON FIRM VALUE AND THE RELATIONSHIP BETWEEN E-MARKETING AND FIRM VALUE

Abstract

Purpose- In this study, the effects of e-commerce activities on firm value regarding tangible and intangible assets are examined. Financial statements are analyzed for determining tangible assets. E-marketing activities are taken into consideration as intangible assets and whether these activities affect firm value or not are analyzed.

Methodology- E-marketing activites, which add value to a firm, should be taken into consideration during decision making process. Therefore, calculating the return on e-marketing activities investments is useful for both finance and marketing specialists.

Findings- Accordingly, in this study, the firm value before and after launching e-marketing activities as well as the change among the factors which add value to a firm are analyzed in detail.

Conclusion- The relationship between firm value and the predetermined data of e-marketing activities is analyzed. The study first dwells on the factors which affect firm value and shareholder value, and then on whether there is any difference between the factors before and after launching e-marketing activities.

Keywords

• Firm value,e-marketing,e-commerce,social media,financial performance

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