Twitter Accounts as a Value Driver of a Company

Current paper is devoted to studying the characteristics of Twitter accounts of companies and the CEO which have the greatest influence on the performance of 100 best British companies of index list FTSE100 from 2015 to 2017. Of the total number of companies, only 69 have a Twitter page. Foreign literature studies showed that most of the work is focused on the study of marketing components of using an account: creation a reputation among customers, promotion in social networks (Capriotti, Ruesja, 2018). In addition, a number of studies reflect the impact of social networks on stock returns, profitability, and also sales growth. This topic has not been raised previously; therefore, it has a novelty both in a theoretical and empirical aspects; the construction of regression models in past works has not been used. The results suggest that the Tobin`s Q coefficient is positively influenced by the frequency of posting publication by CEO's and negatively age of Twitter accounts.