Determinantes do Uso Corporativo das Mídias Sociais do Facebook e Twitter

Abstract

Technology has boosted the creation of new sources of information, such as blogs, websites and social networks, thus changing the process by which communication takes place in the market. Social media are important tools, as they make it possible for companies to disclose financial information and to acquire it by investors. Therefore, this study aimed to demonstrate the relationship between the accounting characteristics of companies and the adoption and disclosure of financial information on Facebook and Twitter. For this, a documental, descriptive research with a quantitative data approach was carried out. The population corresponded to the companies listed in B3, and the sample consisted of 234 companies, from 2013 to 2017. For data analysis, mean tests, correlation and logistic regression were performed. The results showed that the company's leverage, size, market-to-book and age are determinants of the use of social media on Facebook and Twitter. Different results are verified in relation to return on assets and return on equity, in which the first is a determinant of Facebook adoption and the second of Twitter. As for the disclosure of financial information on Facebook and Twitter, the size and age of the company were shown as determinants of the disclosure decision. The study contributes to the literature by investigating accounting characteristics of companies that use social media and that publish financial information in them. Additionally, it contributes to managers, by noting that Facebook and Twitter are being used for corporate purposes, and to investors and other interested parties in the organization, by demonstrating that they can use these channels to monitor the company, collect data and exchange information.