An analytical study of design market signals through online trends and stock price dynamics

Abstract

This study examines the nexus between Google Trends’ collective interest in specific keywords related to technological advancements utilized in design and the stock performance of major companies in design-related sectors. Specifically, the paper examines causality patterns between Google Trends keywords and stock prices of design companies, also employing multi-fractal analysis, to test for long-term relationships. According to the results, varying impacts across keywords on stock prices are identified, with non-fungible token (NFT) exhibiting the greatest influence, followed by three-dimensional (3D) printing and computer-aided design, virtual reality (VR) displays a noteworthy impact, while artificial intelligence (AI) design and generative design indicate the least impact. The results also reveal persistent long-term relationships between the examined variables, with rich multifractal behavior indicating complex relationships, mostly balanced. The findings are important for policymakers and managers, necessitating close monitoring, especially of NFT, and for design companies to align strategies for market movements.