Research On The Influence Of Negative Transmission Effect Of We Media On Enterprise Performance

With the rapid development of science and technology,the popularity of intelligent terminals and mobile Internet,we media has gradually come into people's sight,smoothly changing people's daily life.Nowadays,the role of traditional media in information dissemination is weakening,and we media has become the main way for the public to obtain information.We media has become the external supervisor of enterprise behavior by reporting on enterprises.However,due to excessive commercialization and lack of supervision,some of we media report negative news of enterprises without conclusive evidence.What impact will this phenomenon have on enterprise performance? How should enterprises deal with it?Based on the consideration of the above problems,this paper chooses BGI as an example to study the impact of negative transmission effect of we media on enterprise performance.Based on the Asymmetric information theory,Stakeholder Theory,Social Cascades effect and Corporate Reputation theory,this paper uses the research methods of literature research,event research and case study to analyze the short-term stock market performance changes in July 2018,and compare the business performance in more than one year after the event.The results show that: negative reports about enterprises in we media are easier to get investors' attention,and have a great impact on the stock market.But on the consumer side,we media negative rumors did not cause significant fluctuations in corporate performance.We media misleading negative reports reduce the correlation between stock price and long-term value of enterprises.After the occurrence of "cancerization gate " negative report event,affected by the negative transmission effect caused by the misleading reports of we media,the corporate reputation has been seriously damaged,and the external stakeholders have a short-term trust crisis on the enterprise.In the stock market,the stock price of BGI fluctuates abnormally in the short term and shows a significant downward trend,and the more extensive the negative reports,the greater the impact on the short-term stock market performance;in the medium and long-term business performance,the income growth of BGI's gene testing products,which are mainly reproductive health products slows down,but still maintains the growth trend.Compared with traditional media,we media has both commonness and uniqueness.This paper studies the impact of we media reports on enterprise performance for the first time,hoping to be a supplement to the research on the impact of media on enterprise performance.This paper creatively chooses the average of Baidu search index and Sogou search index to reflect the universality of we media communication,in order to study the impact of short-term stock market performance.The purpose of this paper is to reveal the influence principle of misleading negative reports of we media on enterprise performance,hoping to reduce the influence degree of misleading negative reports of we media on enterprise performance,and to provide some new ideas for future research.