The Research Of Information Content In Executives' Microblogs Based On The Case Of Lidongsheng's Microblogs

The research of the information content is one of the key issues in the field of Accounting Research now.It is to explore whether the decision of audience has a significant by the information when the information is been public disclosure.Microbloggings' timely transmission of information,extensive validity attracts many users.In the rapid development of microblogging,our various listed companies also seize the hot microblogging,enterprises have opened official microblogging marketing.At the same time,enterprise executives who keeps pace with social development launched its personal communication platform one after another on the microblogging Checking the amount of the fans throughout all the executives and entrepreneurs microblogging,it's not lower than compared with the official corporate microblogging favorably,and it's even several times of the official microblogging number of fans.Thus,the executives' microblogging are very worth researching.But in the existing research literature on the micro-blog,most of them are about corporate official microblogging research,involving microblogging marketing and brand image and there are few studies on the manager's personal micro blogging.The only literature expands from the influence of some executives microblogging.So this study focuses on whether the corporate executives with millions of fans have the information content,what kinds of microblogging has information content and whether the information content if influenced by the way of sending a micro blogging.This paper used the event study method to the "limit event" case of microblog.And on the basis of this event study,the author expanded the research scope,and took all the microblogs that related to the company affairs as samples and calculate the average of CAR before and after the event.By comparing the CAR before and after the event,we got a conclusion that the microblogs posted by Li Dongsheng in the event influence the decision that the investors would make.These microblogs have information content.Meanwhile,we know that not all the microblogs have information content and the way of posting a microblog doesn't influence the information content of it.This paper expects to give a meaningful reference to the practical application through the conclusion.