争议的代价：CEO推特活动和股市表现

IF 3.4 3区管理学 Q2 BUSINESS

Public Relations Review Pub Date : 2025-07-05 DOI:10.1016/j.pubrev.2025.102606

Tahmina Ahmed , Gregory D. Saxton

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引用次数: 0

摘要

本研究考察了有争议的CEO在社交媒体上的沟通如何影响股市结果，提供了一种衡量组织-公众关系质量的新方法。利用数字公共关系和金融经济学框架，我们分析了2009年至2023年标准普尔500指数（s&p 500）首席执行官发出的有争议的推文。我们通过两个关键指标来识别有争议的信息：转发回复的比例和公众回应的情绪分析。我们的研究结果表明，有争议的CEO推文导致公司股票市场价值立即下降，对“名人”CEO的影响被放大，但部分被高信息可见性所缓冲。这些发现通过量化高管社交媒体沟通的声誉风险，扩展了公共关系理论，并向公共关系学者介绍了一种新的、基于股票市场的框架，用于衡量关系损害的即时和长期影响。

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The price of controversy: CEO Twitter activity and stock market performance

This study examines how controversial CEO communication on social media influences stock market outcomes, providing a novel measure of organization-public relationship quality. Drawing on digital public relations and financial economics frameworks, we analyze controversial tweets sent by S&P 500 CEOs from 2009 to 2023. We identify controversial messages through two key indicators: the ratio of replies to retweets and sentiment analysis of public responses. Our findings reveal that controversial CEO tweets lead to immediate declines in firms’ stock market value, with effects amplified for “celebrity” CEOs but partially buffered by high message visibility. These findings extend public relations theory by quantifying the reputational risks of executive social media communication and introducing public relations scholars to a novel, stock market-based framework for measuring both immediate and longer-term impacts of relationship damage.

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来源期刊

Public Relations Review Multiple-

CiteScore

8.00

自引率

19.00%

发文量

期刊介绍： The Public Relations Review is the oldest journal devoted to articles that examine public relations in depth, and commentaries by specialists in the field. Most of the articles are based on empirical research undertaken by professionals and academics in the field. In addition to research articles and commentaries, The Review publishes invited research in brief, and book reviews in the fields of public relations, mass communications, organizational communications, public opinion formations, social science research and evaluation, marketing, management and public policy formation.