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The Attitude Towards Social IR – A Study of Factors Influencing Swedish Companies’ Attitudes Towards Using Social Media for Investor Relations

Pergament, Sammy; Bernson, Sara and Savén, Camilla (2010)
Department of Business Administration
Abstract
PURPOSE The purpose of this thesis is to investigate why companies currently are not using social media for IR in Sweden. More specific, we are studying driving and inhibiting factors that are influencing Swedish companies to use, or not to use, this communication technology for IR. METHOD Our thesis addresses the attitudes towards using social media for IR among Swedish companies listed on the OMX Nordic Large Cap. We have conducted a qualitative research, consisting of eight semi-structured telephone interviews with Investor Relations Officers. THEORETICAL FRAMEWORK This thesis theoretical framework is based on the Technology Adoption Model (TAM), which has been revised in order to fit in an IR context. The internal factors of technology... (More)
PURPOSE The purpose of this thesis is to investigate why companies currently are not using social media for IR in Sweden. More specific, we are studying driving and inhibiting factors that are influencing Swedish companies to use, or not to use, this communication technology for IR. METHOD Our thesis addresses the attitudes towards using social media for IR among Swedish companies listed on the OMX Nordic Large Cap. We have conducted a qualitative research, consisting of eight semi-structured telephone interviews with Investor Relations Officers. THEORETICAL FRAMEWORK This thesis theoretical framework is based on the Technology Adoption Model (TAM), which has been revised in order to fit in an IR context. The internal factors of technology readiness and resources, and the external factors of competitors, demand and legal aspects are relevant for IR purposes. Hence, these factors are integrated in the revised TAM. RESULTS We found that the two external factors of demand and competitors are driving, yet too weak to overpower the legal factor, which we found inhibiting. This results in a lack of external pressure, possibly resulting in the fact that we found the two internal factors of TR and resources also being inhibiting. Hence, Swedish companies have a reluctant attitude towards adopting social media for IR. (Less)
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author
Pergament, Sammy; Bernson, Sara and Savén, Camilla
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Investor relations, social media, technology adoption model, attitudes, factors, Management of enterprises, Företagsledning, management
language
Swedish
id
1652819
date added to LUP
2010-06-02 00:00:00
date last changed
2012-04-02 18:25:19
@misc{1652819,
  abstract     = {PURPOSE The purpose of this thesis is to investigate why companies currently are not using social media for IR in Sweden. More specific, we are studying driving and inhibiting factors that are influencing Swedish companies to use, or not to use, this communication technology for IR. METHOD Our thesis addresses the attitudes towards using social media for IR among Swedish companies listed on the OMX Nordic Large Cap. We have conducted a qualitative research, consisting of eight semi-structured telephone interviews with Investor Relations Officers. THEORETICAL FRAMEWORK This thesis theoretical framework is based on the Technology Adoption Model (TAM), which has been revised in order to fit in an IR context. The internal factors of technology readiness and resources, and the external factors of competitors, demand and legal aspects are relevant for IR purposes. Hence, these factors are integrated in the revised TAM. RESULTS We found that the two external factors of demand and competitors are driving, yet too weak to overpower the legal factor, which we found inhibiting. This results in a lack of external pressure, possibly resulting in the fact that we found the two internal factors of TR and resources also being inhibiting. Hence, Swedish companies have a reluctant attitude towards adopting social media for IR.},
  author       = {Pergament, Sammy and Bernson, Sara and Savén, Camilla},
  keyword      = {Investor relations,social media,technology adoption model,attitudes,factors,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {The Attitude Towards Social IR – A Study of Factors Influencing Swedish Companies’ Attitudes Towards Using Social Media for Investor Relations},
  year         = {2010},
}