Social media for investor relations: a literature review and future directions

Abstract

The use of Internet has radically transformed financial reporting and investor relations (IR). More recently, the diffusion of social media (SM) as crucial information channels has opened new avenues for companies’ dialogue with capital markets, with considerable implications for accounting studies. This paper provides a critical review of the literature on SM in the accounting domain in order to shed light on the ongoing debates in the field with two main objectives. First, it aims to support future research by identifying possible directions to deepen our understanding of this emerging phenomenon. Second, it addresses some crucial issues that are particularly relevant also for companies considering how to participate in SM for IR purposes. Overall, empirical evidence highlights several benefits for companies especially if adopting a proactive approach to SM. Further research might offer even stronger contributions if accepting the challenge to encompass the complexity and distinctive features of these media.