How do firms disseminate news on social media? An exploratory study

This thesis seeks insight into how firms disseminate corporate news on Twitter. Using a wide range of important corporate news events, the results show that firms are more likely to tweet about positive events than negative events, and that tweets about negative events are significantly shorter than tweets about positive events. It also considers whether firms that are more conservative in financial reporting uses social media to reverse accounting conservatism, as imposed under Generally Acceptable Accounting Principles (GAAP). The thesis finds that firms with higher accounting conservatism, measured by C-Score, does not appear to be associated with more good news dissemination on Twitter. Overall, my findings indicate that firms strategically manage their news dissemination on social media