Impression management techniques employed by listed companies on the Johannesburg Stock Exchange when using Twitter

IF 0.4 Q4 COMMUNICATION
Naledi Nkhi, Zakiyyah Varachia, Dannielle Cerbone
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引用次数: 1

Abstract

The study investigates if companies listed on the Johannesburg Stock Exchange (JSE) use impression management techniques when disclosing earnings-related information on Twitter. A content analysis was followed as a research methodology to conduct the study. The findings indicate that Twitter is not widely used by listed companies to disclose earnings information. However, where Twitter is used, companies do employ impression management techniques. The impression management techniques differ depending on whether the earnings information distributed is positive or negative. This was evident as tweets with a positive tone were circulated much more than tweets with a negative or neutral tone. The use of self-presentational and dissemination patterns also differed significantly across the tone of tweets. Positive tweets contained more narratives compared to negative tweets, indicating that negative information is concealed. Negative tweets predominantly did not contain hashtags, once again indicating that companies often conceal negative information. Most positive and neutral tweets contained hashtags, illustrating that companies often use Twitteras a means to alter users’ perceptions towards a positive image. Understanding how companies use impression management techniques will assist users in interpreting and using the information shared. The research may also be beneficial to regulators who may consider drafting guidance and standards regarding the use of social media by companies.
约翰内斯堡证券交易所上市公司在使用Twitter时采用的印象管理技术
这项研究调查了在约翰内斯堡证券交易所(JSE)上市的公司在Twitter上披露收益相关信息时是否使用了印象管理技术。采用内容分析作为研究方法进行研究。研究结果表明,Twitter并未被上市公司广泛用于披露收益信息。然而,在使用Twitter的地方,公司确实采用了印象管理技术。印象管理技术的不同取决于所发布的收益信息是正面的还是负面的。这一点很明显,因为带有积极语气的推文比带有消极或中性语气的推文传播得更多。自我呈现和传播模式的使用也因推文的语气而有显著差异。与负面推文相比,积极推文包含了更多的叙述,表明负面信息被隐藏了。负面推文主要不包含标签,这再次表明公司经常隐瞒负面信息。大多数积极和中立的推文都包含标签,这表明公司经常利用推特来改变用户对积极形象的看法。了解公司如何使用印象管理技术将有助于用户解释和使用共享的信息。这项研究也可能有利于监管机构,他们可能会考虑起草有关公司使用社交媒体的指导和标准。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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