Differences in Price-to-Earnings Ratios between Retail Media and Social Media in Diversified Advertising Channels

DOI

10.2991/978-2-38476-609-3_25How to use a DOI?

Keywords

Advertising Channels; Retail Media; Social Media; PE Ratio; Corporate Life Cycle

Abstract

In today’s internet-driven society, retail media and social media are gradually becoming the main channels for advertising. To further explore the differences between these two, this article will compare the price-to-earnings ratios and internal operations of these two types of media companies, mainly analysing the market expectations’ differences regarding the future growth potential of media companies across different advertising channels. By selecting 10 global retail media companies and 10 social media companies as samples on the same day to analyze data characteristics, the results shows that the mature e-commerce companies in the retail media sector have relatively low valuations, while the retail companies that are undergoing transformation have a certain premium. At the same time, the market has high growth expectations for emerging e-commerce companies. From the perspective of social media, mature giants have relatively stable valuations, and growth companies enjoy high premiums. Meanwhile, companies in the transformation period have sensitive valuations with some volatility. Therefore, based on the above results, the following conclusion will be drawn: to some extent, the PE ratio can reflect a company’s life cycle and serve as a reference for investors’ cross-domain decision-making as well as a source of differentiated strategic guidance for corporate managers.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xiaoyi Yang
PY  - 2026
DA  - 2026/09/04
TI  - Differences in Price-to-Earnings Ratios between Retail Media and Social Media in Diversified Advertising Channels
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 228
EP  - 237
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_25
DO  - 10.2991/978-2-38476-609-3_25
ID  - Yang2026
ER  -