摘要
除了被动地应对社交媒体上的舆情,公司还会主动利用社交媒体来应对危机事件。本研究通过手工收集2010—2016年期间,发生违规事件的我国A股上市公司使用其新浪官方微博的相关数据,实证分析发现:违规事件发生后,上市公司会通过官方微博发布大量与违规事件无关的信息,以改变投资者在不同信息获取渠道的注意力配置,从而分散投资者对危机事件的注意力;特别是在违规事件发生前,官方微博使用情况好的公司,在违规事件发生后,会更倾向于在官方微博上发布更多与违规事件无关的信息;公司这一行为的最终结果是降低了后续时间段内投资者对危机事件的负面反应。
In addition to responding to public sentiment on social media passively,the company can initiatively use social media to deal with crises as well. Based on manually collected data about listed company’s blog message on Sina microblog from 2010 to 2016,we find that after the exposure of corporate crises,in order to change the distribution of investors’ attentions on different information channels and dilute investors’ attentions on the crises,the focal firms will intentionally publish a large number of irrelevant blogs through their official accounts,especially for those with good experience on using official blogs. Subsequently,the behavior of the companies will mitigate investors’ negative reactions to crisis events during the following days.
作者
贾明
孙向坤
张喆
Jia Ming;Sun Xiangkun;Zhang Zhe(School of Management,Northwestern Polytechnical University,Xi'an 710072;The 14th Research Institute of China Electronics Technology Group Corporation,Nanjing 210039;School of Management,Xi'an Jiaotong University,Xi'an 710049)
出处
《管理评论》
CSSCI
北大核心
2021年第5期295-304,共10页
Management Review
基金
国家自然科学基金项目(71672139,71932007)
西北工业大学研究生创新创意种子基金项目(Z2018218)。
关键词
危机管理
社交媒体
投资者注意力
新浪微博
crisis management
social media
investor attention
Sina microblog
