마케팅활동이 기업가치에 미치는 영향:IPO 시장을 중심으로

This paper investigates the impact of marketing activities on firm value, focusing on the initial public offerings (IPOs) market. How and to what extent marketing activities affect the value of firms is an important topic not only practically but also academically and many researches have been conducted overseas, accordingly. However, research on the relationship between marketing activities and firm value has not been actively examined so far in Korea. This paper fills the gap and contributes to the literature by focusing on the Korean IPO market. In this paper, we examine the effect of firms’ marketing activities on IPO underpricing and subscription rates by using 629 IPOs listed in the Korea Exchange from 2009 to 2019. The results show that, among the variables for marketing activities, advertising costs/total assets, sales costs/total assets and total marketing costs/total assets significantly decrease the first-day returns. Also, advertising costs/total assets and total marketing costs/total assets reduce the 5 day returns after IPO and enhance the subscription rate. The results are robust after controlling for a potential endogeneity. In short, the results support the hypothesis that IPO issuers benefit from pre-IPO marketing activities which lower information asymmetry on firm value between issuers and investors and, as a result, reduce underpricing and increase subscription rates. The research can serve as a cornerstone for academic convergence research between marketing and finance by being expanded to examine the effect of marketing activities on capital structure, payout policy, M&A decisions and so on.