上市公司危机舆情管理：微博应对效果的实证分析

发布时间：2018-05-30 18:11

本文选题：危机舆情管理 + 微博　；参考：《中南大学》2013年硕士论文

【摘要】：网络的出现带来了信息的快速扩散,在网络时代危机事件的产生,极易在极短时间内演化为危机舆情。危机舆情的存在对公司声誉带来严重影响,进而威胁公司的生存与发展。在危机舆情下,如何对危机舆情事件进行回应,选择怎么样的危机舆情应对策略,以什么样的方式来进行危机舆情应对信息的传递都是上市公司必须考虑的重要问题。然而,相较其他方面而言,现有文献中对危机舆情应对信息传递方式的实证研究严重不足,无法为现实行为提供有效的参考依据。本文基于对微博信息传播特点与优势的分析,结合已有相关研究,认为微博方式的运用可以有效的改善危机舆情应对效果。以2011年9月至2013年4月间发生的167个A股上市公司危机舆情事件为研究样本,以微博情绪与微博条数为基础构了危机舆情应对效果衡量指标,我们对微博在危机舆情应对中的有效性进行了实证检验。实证结果表明,微博方式的运用可以显著带来危机舆情应对效果的提升。通过对子样本的考察,发现微博方式在危机舆情应对效果上并不优于公告方式,但较媒体采访方式而言存在显著的应对优势。然后,我们通过对不同应对方式下,危机舆情应对前后微博条数的变化情况进行了分析,发现微博在危机舆情应对信息的传递上并未表现出较公告更好的传播能力,而微博的信息传播能力显著优于媒体采访方式。结果表明,信息传播能力上的不同可能导致各信息传播方式间危机舆情应对效果差异的原因之一。最后,我们对微博在危机舆情应对中的有效性对公司股票价格的影响进行了分析,发现微博的危机舆情应对效用可以显著带来公司股价的改善。
[Abstract]:The emergence of network brings the rapid spread of information. In the era of network, crisis events are easy to evolve into crisis public opinion in a very short time. The existence of crisis public opinion has a serious impact on the reputation of the company and threatens the survival and development of the company. Under the crisis public opinion, how to respond to the crisis public opinion event, how to choose what kind of crisis public opinion response strategy, and what way to carry out the crisis public opinion response information transmission are important issues that must be considered by listed companies. However, compared with other aspects, the existing literature on the crisis of public opinion response to information transmission way empirical research is seriously inadequate, can not provide an effective reference for the actual behavior. Based on the analysis of the characteristics and advantages of Weibo information dissemination and related research, this paper holds that the use of Weibo can effectively improve the response effect of crisis public opinion. Taking 167 A-share listed companies' crisis public opinion events from September 2011 to April 2013 as the research samples, this paper constructs a measure index of crisis public opinion response effect based on Weibo sentiment and Weibo number. We empirically test the effectiveness of Weibo in response to crisis public opinion. The empirical results show that the use of Weibo can significantly improve the response to crisis public opinion. Through the investigation of sub-samples, it is found that Weibo is not superior to the public opinion in crisis response, but there is a significant coping advantage over the media interview. Then, through the analysis of the change of Weibo number before and after crisis public opinion under different coping styles, we find that Weibo does not show better communication ability than the announcement in the transmission of crisis public opinion response information. Weibo's ability to spread information is significantly better than the way media interview. The results show that the differences in the ability of information dissemination may lead to different coping effects of crisis public opinion among different modes of information dissemination. Finally, we analyze the effect of Weibo on the stock price in crisis public opinion response, and find that the crisis public opinion response utility of Weibo can significantly improve the stock price of the company.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F276.6;F49

【参考文献】