The Analysis on the Relationship between Firms’ Exposures to SNS and Stock Prices in Korea


기업의 SNS 노출과 주식 수익률간의 관계 분석

Taehwan Kim, Woo-Jin Jung, Sang-Yong Tom Lee

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Can the stock market really be predicted? Stock market prediction has attracted much attention from many fields including business, economics, statistics, and mathematics. Early research on stock market pre-diction was based on random walk theory (RWT) and the efficient market hypothesis (EMH). According to the EMH, stock market are largely driven by new information rather than present and past prices. Since it is unpredictable, stock market will follow a random walk. Even though these theories, Schumaker [2010] asserted that people keep trying to predict the stock market by using artificial intelligence, statistical estimates, and mathematical models. Mathematical approaches include Percolation Methods, Log-Periodic Oscillations and Wavelet Transforms to model future prices. Examples of artificial intelligence approaches that deals with optimization and machine learning are Genetic Algorithms, Support Vector Machines (SVM) and Neural Networks. Statistical approaches typically predicts the future by using past stock market data.Recently, financial engineers have started to predict the stock prices movement pattern by using the SNS data. SNS is the place where peoples opinions and ideas are freely flow and affect others’ beliefs on certain things. Through word-of-mouth in SNS, people share product usage experiences, subjective feelings, and commonly accompanying sentiment or mood with others. An increasing number of empirical analyses of sentiment and mood are based on textual collections of public user generated data on the web. The Opinion mining is one domain of the data mining fields extracting public opinions exposed in SNS by utilizing data mining. There have been many studies on the issues of opinion mining from Web sources such as product reviews, forum posts and blogs. In relation to this literatures, we are trying to understand the effects of SNS exposures of firms on stock prices in Korea. Similarly to Bollen et al. [2011], we empirically analyze the impact of SNS exposures on stock return rates. We use Social Metrics by Daum Soft, an SNS big data analysis company in Korea. Social Metrics provides trends and public opinions in Twitter and blogs by using natural language process and analysis tools. It collects the sentences circulated in the Twitter in real time, and breaks down these sentences into the word units and then extracts keywords. In this study, we classify firms’ exposures in SNS into two groups: positive and negative. To test the correlation and causation relationship between SNS exposures and stock price returns, we first collect 252 firms’stock prices and KRX100 index in the Korea Stock Exchange (KRX) from May 25, 2012 to September 1, 2012. We also gather the public attitudes (positive, negative) about these firms from Social Metrics over the same period of time. We conduct regression analysis between stock prices and the number of SNS exposures. Having checked the correlation between the two variables, we perform Granger causality test to see the causation direction between the two variables. The research result is that the number of total SNS exposures is positively related with stock market returns. The number of positive mentions of has also positive relationship with stock market returns. Contrarily, the number of negative mentions has negative relationship with stock market returns, but this relationship is statisti-cally not significant. This means that the impact of positive mentions is statistically bigger than the impact of negative mentions. We also investigate whether the impacts are moderated by industry type and firm’s size. We find that the SNS exposures impacts are bigger for IT firms than for non-IT firms, and bigger for small sized firms than for large sized firms. The results of Granger causality test shows change of stock price return is caused by SNS exposures, while the causation of the other way round is not significant. Therefore the correlation relationship between SNS exposures and stock prices has uni-direction causality. The more a firm is exposed in SNS, the more is the stock price likely to increase, while stock price changes may not cause more SNS mentions


 Ⅰ. 서 론
 Ⅱ. 연구 배경
  2.1 소셜미디어와 SNS
  2.2 빅데이터 분석
  2.3 오피니언 마이닝
 Ⅲ. 연구 모형과 가설
 IV. 연구방법 및 설계
  4.1 시소러스(Thesaurus) 방법
  4.2 회귀분석
  4.3 Granger Causality Test
  4.4 데이터
 Ⅴ. 분석 및 결과
  5.1 Base Model 회귀분석
  5.2 산업군 조절효과분석
  5.3 기업규모 조절효과분석
  5.4 주식시장별 조절효과분석
  5.5 Granger 인과관계 분석
 Ⅵ. 결 론
  6.1 연구 결과 요약 및 논의
  6.2 연구의 한계점 및 연구 방향


  • Taehwan Kim 김태환. Doctoral students, School of Business, Hanyang University
  • Woo-Jin Jung 정우진. Doctoral students, School of Business, Hanyang University
  • Sang-Yong Tom Lee 이상용. Professor, School of Business, Hanyang University


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