Capítulo 18. Fractional integration and cointegration applied to amazon company figures
| Autor | Luis A. Gil-Alana y Gema López Martínez |
| Cargo del Autor | Universidad Francisco de Vitoria |
| Páginas | 384-402 |
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CAPÍTULO 18
FRACTIONAL INTEGRATION AND COINTEGRATION
APPLIED TO AMAZON COMPANY FIGURES
LUIS A. GIL-ALANA
Universidad Francisco de Vitoria
GEMA LÓPEZ MARTÍNEZ
Universidad Francisco de Vitoria
1. INTRODUCTION
There is no doubt about the impact that Amazon has had on our way of
buying, on the offer of products and on the distribution of goods (Ritala
et al., 2014). A company that was barely known 15 years ago and whose
origin was very different from the one it currently occupies has revolu-
tionized the way of understanding business and satisfying the consumer
(Robinson, 2009). Present in our day-to-day environment, it has become
a benchmark for consumption. It has managed to put within reach of
anyone with an electronic device and a payment card an almost global,
macro-hyper-mega-supermarket, with a very satisfactory and certainly
successful shopping experience (Yang, 2019).
The goal of this paper is to analyse the relationship that exists between
the rise in Amazon’s sales and its image or brand awareness. Being a
digital company (although it has a few physical points of sale) we can
come to relate the knowledge that the clients have of the brand with its
turnover and, also, take into account the share price as an indicator of
the value of the company.
SEO (Search Engine Optimization) is a strategy that companies use to
appear first in the search engine lists. The importance of these posts is
that internet users or search engines tend to pay special attention to the
first page of the search engine and especially to the first posts (Sharma
and Verma, 2020). For this reason, SEM (Search Engine Marketing)
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also exists to guarantee those first positions after paying the search en-
gine. But the subject at hand is the first strategy, SEO, through which
the company can establish itself naturally and organically in those first
and privileged positions. It can be achieved in several ways, of which
brand awareness is a clear and effective one (Das, 2021). There is a di-
rect and unequivocal relationship between the brand and the company
(or its website). If when searching for a company / product we use the
brand name (specific and registered) in the search engine, it will auto-
matically propose that company first. Herein lies the importance of
brand awareness, or brand popularity, since the more the brand is
known, the more presence it will have in the user's head and the more
they will use it in their searches. This action is fed back, since the more
a word is used to search for content, the more the search engine will rec-
ognize it as effective and thus will propose it on more occasions. For
companies it is vital that a product search is related to their brand, since
for example, if we are looking for coffee, different proposals may appear,
from cafe rankings to recipes, but if we search for Nespresso coffee, the
first result we would find would be the website of this brand of coffee.
FIGURA 1. Search for the word “brand” in google.
Source: Created by authors.
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