Paper Number
ECIS2026-1271
Paper Type
CRP
Abstract
As digital technologies increasingly shape how individuals think, feel, and act in financial contexts, cognition and emotion are recognized as central to understanding financial communication. Social media has become important for financial information exchange, where user engagement, reflected in likes and comments, indicates how audiences respond to financial content. We examine financial influencer activity on TikTok to assess how market conditions and communication style relate to user engagement. Using 7,893 asset-specific videos, we pair linguistic measures with abnormal returns and volatility and estimate negative binomial models. Engagement shows a positive association with volatility and a negative association with abnormal returns, suggesting users are more engaged when market uncertainty rises. Linguistically, emotional expression is associated with higher engagement, whereas formal or dominant styles are less effective. These patterns are robust across likes, comments, shares, and favorites. We discuss implications for regulators, marketers, and platform designers
Recommended Citation
Haase, Frederic; Milosevic, Lazar; Strucken, Michael; and Krauß, Jonas, "Talk The Dip: Exploring How Financial Influencers Attract User Engagement On Short Video Platforms" (2026). ECIS 2026 Proceedings. 4.
https://aisel.aisnet.org/ecis2026/cog_hbis/cog_hbis/4
Talk The Dip: Exploring How Financial Influencers Attract User Engagement On Short Video Platforms
As digital technologies increasingly shape how individuals think, feel, and act in financial contexts, cognition and emotion are recognized as central to understanding financial communication. Social media has become important for financial information exchange, where user engagement, reflected in likes and comments, indicates how audiences respond to financial content. We examine financial influencer activity on TikTok to assess how market conditions and communication style relate to user engagement. Using 7,893 asset-specific videos, we pair linguistic measures with abnormal returns and volatility and estimate negative binomial models. Engagement shows a positive association with volatility and a negative association with abnormal returns, suggesting users are more engaged when market uncertainty rises. Linguistically, emotional expression is associated with higher engagement, whereas formal or dominant styles are less effective. These patterns are robust across likes, comments, shares, and favorites. We discuss implications for regulators, marketers, and platform designers
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