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Evaluation of Stock Market about Marketability of Mobile Contents

모바일 콘텐츠의 시장성에 대한 증권시장 평가

  • Published : 2007.05.28

Abstract

This study analyzed the valuation of stock market for marketability of mobile contents. We investigated, during the period of 2002 to 2005, the anormal returns of each firms which announced the launching of new mobile contents. As a result, we found statistically significant average abnormal return(AAR) at launching day of new mobile contents. And the meaningful average cumulative abnormal returns(ACAR) are observed during event period. Which means that the launching announcement of new mobile contents leads to statistically significant positive abnormal returns at stock market. Therefore, we concluded that stock market react immediately to new mobile contents, and which valuate only specific value but also implied value of contents.

Keywords

Mobile Contents;Contents Launching;Stock Market;Abnormal Return