The Relationship Between data privacy discourses and company performance at Facebook (2004-2021)
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2022Access:
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Eachempati, P., Muzellec, L., & Jha, A., The Relationship Between data privacy discourses and company performance at Facebook (2004-2021). , ADAPT Scientific Conference, Dublin, 2022Abstract:
We use Facebook as a case study to investigate the complex
relationship between the firm’s public discourse (and actions)
surrounding data privacy and the performance of a business
model based on monetizing user’s data. We do so by looking at
the evolution of public discourse over time (2004–2021) and
relate topics to revenue and stock market evolution. Drawing
from archival sources like Zuckerberg LDA topic modelling is
implemented to reveal 19 topics regrouped in 6 major themes.
The paper aims to understand and put a value on the extent to
which privacy disclosures tuned with specific topic keywords
have a potential impact on the financial performance of social
media firms. There we found significant relationship between
the topics pertaining to privacy and social media/technology,
sentiment score and stock market prices. Revenue is found to
be impacted by topics pertaining to politics and new product
and service innovations while number of active users is not
impacted by the topics unless moderated by external control
variables like Return on Assets and Brand Equity.
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