소셜네트워크 운영기업의 특성과 효과：지배구조와 보수주의를 중심으로

[Purpose] In recent years, various sources of information other than traditional financial information have been collected, and information inside companies has been disseminated instantly, especially through social media. This study examines the role of social media and its association with conservatism as a means of providing timely information. [Methodology] His study uses a proxy for conservatism to examine the role of social media in identifying the characteristics of firms operating on social media and how they use social media as a means of communicating accounting information. This study uses logistic regression and multivariate regression analyses using data from 3,178 publicly traded companies and years from 2018 to 2022. [Findings] Our results show that firms with social media presence are more likely to be larger and have more foreign investors. This suggests that communication is more important as the number and types of stakeholders increase. On the other hand, the degree of conservatism was significantly lower among companies with social media presence. This suggests that social media is used primarily as a PR tool for companies rather than as a way to quickly disseminate bad news. [Implications] Social media research in Korea has been conducted mainly in the marketing field, and there have been few studies in the accounting field. This study is significant in that it identified the characteristics of companies operating social media, examined the function of social media as an important means of information transmission that complements the disclosure of accounting information, and shed new light on the role of social media in accounting.