Uso corporativo de mídias sociais e o desempenho de mercado

Autores

DOI:

https://doi.org/10.11606/issn.1982-6486.rco.2020.169560

Palavras-chave:

Mídias sociais, Desempenho organizacional, Empresas brasileiras, Twitter

Resumo

As empresas estão sendo impulsionadas a usar as mídias sociais, entretanto, pouco se sabe sobre o impacto do uso de tais mídias no seu desempenho. Esta pesquisa objetivou verificar a relação entre o uso corporativo de mídias sociais e o desempenho de mercado de empresas brasileiras. Para isso utilizou-se regressão linear múltipla (OLS). O período de análise compreendeu os anos de 2013 a 2017 e a amostra constituiu-se de 225 empresas. O uso das mídias sociais correspondeu a utilização do Twitter para publicação de informações financeiras, enquanto o desempenho de mercado foi mensurado pelo retorno anormal das ações. Os resultados revelaram que o uso corporativo das mídias sociais apresenta relação positiva com o desempenho. Conclui-se que a publicação de tweets sobre informações financeiras pode maximizar os retornos, o que indica que as mídias sociais podem se configurar em mais uma fonte de informações para stakeholders. Como contribuições, os achados evidenciam benefícios reais obtidos com o uso das mídias sociais, ao demonstrar que o uso corporativo do Twitter influencia os participantes do mercado de capitais e, consequentemente, melhora o desempenho de mercado da organização. Tal evidência pode motivar a alta gerência das empresas a fornecer suporte inicial e contínuo para o uso de mídias sociais nas organizações.

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Publicado

2020-09-17

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Uso corporativo de mídias sociais e o desempenho de mercado. (2020). Revista De Contabilidade E Organizações, 14, e169560. https://doi.org/10.11606/issn.1982-6486.rco.2020.169560