The Impact of Counter-Rumor Strategy and Source on Non-Professional Investors' Judgments over Social Media
Description:
Non-professional investors often rely on information obtained from social media to make investment decisions. Extant literature has not examined the most effective strategy for the target company to counter the rumors so that investors will be more willing to continue investing in the target firm. Drawing on source credibility theory and the moral intensity model, I propose that the most effective strategy would vary given different agents who are selected to counter the rumor. After conducting…
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Date:
August 2022
Creator:
Li, Ziyin
Partner:
UNT Libraries