Impact investing market on Twitter: influential users and communities

Abstract The 2008 financial crisis unveiled the intrinsic failures of the financial system as we know it. As a consequence, impact investing started to receive increasing attention, as evidenced by the high market growth rates. The goal of impact investment is to generate social and environmental impact alongside a financial return. In this paper we identify the main players in the sector and how they interact and communicate with each other. We use Twitter as a proxy of the impact investing market, and analyze relevant tweets posted over a period of ten months. We apply network, contents and sentiment analysis on the acquired dataset. Our study shows that Twitter users exhibit favourable leaning (predominantly neutral or positive) towards impact investing. Retweet communities are decentralised and include users from a variety of sectors. Despite some basic common vocabulary used by all retweet communities identified, the vocabulary and the topics discussed by each community vary largely. We note that an additional effort should be made in raising awareness about the sector, especially by policymakers and media outlets. The role of investors and the academia is also discussed, as well as the emergence of hybrid business models within the sector and its connections to the tech industry. This paper extends our previous study, one of the first analyses of Twitter activities in the impact investing market