Abstract
In this paper, we investigate the relationship between Internet search trends and stock market. Under the assumption that investors may use Internet search engine to obtain information for companies of their interests before taking actual investment actions, the relationship between the changes on Internet search volume and the fluctuation of trading volume as well as stock price of a company is analyzed with actual market data. A search trend investment strategy that reflects the changes on Internet search volume is applied to large enterprises’ group and to small and medium enterprises’ (SMEs) group, and the correlation between profit rate and trading volume is analyzed for each company group. Our search trend investment strategy has outperformed average stock market returns in both KOSPI and KOSDAQ markets during the seven-year study period (2007～2013). It is also shown that search trend investment strategy is more effective to SMEs than to large enterprises. The relationship between changes on Internet search volume and stock trading volume is stronger at SMEs than at large enterprises.
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