Banca de QUALIFICAÇÃO: Arthur Mesquita Camargo

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : Arthur Mesquita Camargo
DATE: 29/08/2023
TIME: 09:00
LOCAL: Google Meet (Link: https://meet.google.com/yxg-kxxq-fpv?hs=224 - Tel:+55 11 4935-5734 PIN:101053478)
TITLE:

IMPACT OF LIVE STREAMING ON SOCIAL MEDIA ON THE BRAZILIAN CAPITAL MARKET

KEY WORDS:

Disclosure; Social Media Lives; Web Scraping; Text mining; Event Study.

PAGES: 101
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUBÁREA: Ciências Contábeis
SUMMARY:

This study investigates corporate disclosure through social media, with an emphasis on live broadcasts (lives), and their impact on investor decisions. Based on a systematic review of 99 high-impact articles published between 2007 and 2022, the study initially demonstrates that voluntary disclosure on social media differs from traditional methods and results in multidirectional interactions and a phenomenon of involuntary disclosure. Subsequently, the work focuses on investigating live broadcasts on social media (lives), showing that they can cause positive impacts on stock prices, although volatile, with a higher likelihood of occurrence when the CEO participates, the subject involves discussion of results, and the company has low coverage. The research also analyzes the tone and sentiment of executives in lives, using artificial intelligence techniques and natural language processing. The results indicate that the tone of executives is not associated with abnormal stock returns, while the sentiment of executives has a positive relationship. In addition, the results show that sentiment is related to company performance, social network channel size, and market average return. Finally, the study compares quarterly disclosure made through traditional conference calls and those disclosed through lives on social media (in pairs), showing that executives tend to be more cautious (more negative tone) in lives compared to conference calls. This suggests that the presence of a broad and diverse audience may lead presenters to be more cautious when making positive inferences. The work proves important in showing that social media, especially lives, play a significant role in corporate communication and can significantly affect investor decisions, and should be considered by companies in their disclosure strategies.

COMMITTEE MEMBERS:
Presidente - 1999345 - JOSE ALVES DANTAS
Interno - 6404897 - CESAR AUGUSTO TIBURCIO SILVA
Externo à Instituição - JEDSON PEREIRA PINTO - UTD
Externo à Instituição - DIMAS MATEUS FAZIO - NUS