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Introduction
11
theimpactofchangesinthetextdisclosedtotheinvestorsontheirassessmentofthe
companyanditsmanagement.Theparticipantsoftheexperimentmakeassessments
ofthefutureearningsforasamplecompanybasedonfinancialinformationand
managementcommunications.Thetreatmentconditioninvolvesthemanipulation
ofthewordingusedinthetextofthelatter,whichishypothesizedtoafectthe
perceivedcredibilityofthemanagementand,inconsequence,therelianceofinve-
storsontheinformationprovided.Wefindthatinvestorsdoconsidercredibilityin
theiruseofinformationprovided,butthetoneofthetextlosesimportanceonce
theusersgainaccesstoothersourcesofinformation,especiallyifcredibilityis
assessedaslow.Theexperienceofusersmattersinthatcase,becausewithmore
skillandexperiencereadersareabletocombinetheharddataandcharacteristics
inthetextwhenmakingdecisionsevenwhencredibilityislow.
Thethirdstudyexaminesthereportspublishedbysell-sideequityanalysts.The
analystsareanimportantgroupofinformationintermediaries,whospecializein
providinginvestorswithreportsaboutcompaniesandrecommendationstobuy,
holdorsellstocks.Weusequantitativecontentanalysistomeasurethefrequency
withwhichanalystsuseevaluationandmitigationstrategies.Evaluation,often
referredtoaslinguistictoneorsentiment,involvesassigningpositiveornegative
valuestovariouspiecesofinformation.Mitigationallowsanalyststomodifytheir
commitmenttotheevaluationstheymakeeitherbypresentingitaspersonalopinion
(subjectivisation),distancingthemselvesfromit(depersonalisation)orimplying
uncertainty(hedging).Weshowthattheuseofthesestrategiesdependsonthe
typeofrecommendationandthatthesestrategiesmoderatethepriceresponseto
thestockrecommendation.
Thetargetaudienceofthebookincludesstudentsoffinancialcommunicationand
financialreporting,aswellasbusinesspeoplewhowouldliketobroadentheir
knowledgeofthefield.Graduateanddoctoralstudentswillfindhereanexplana-
tionanddiscussionofthekeyconceptsthatformthebasisforourresearch.While
thebookpresumesthereadersarefamiliarwiththestructureoffinancialmarkets,
fundamentalsofaccountingandcorporatefinance,weattempttomakeitaccessible
toabroadacademicreadership.Thosereaderswhowouldliketoconducttheir
ownresearchwillfindthelasttwochaptersofthebookwhichcontainanexposi-
tionoftheresearchmethodsweuse.Ourapproachcanbereplicatedandapplied
tofinancialcommunicationinotherlanguagesandcountrysettings.Business
readerswillfindadescriptionofthecontextforfinancialcommunicationinforma-
tiveiftheyareinvolvedwithcompaniesfromPoland.Furthermore,theresultsof
ourempiricalstudiesprovideinsightsintofinancialcommunicationthatcanbe
generalizedtootheremergingmarkets,especiallyinCentralandEasternEurope.
Wehopethatthebookofersanopportunityforreflectionaboutthedevelopment
ofcommunicationinemergingfinancialmarkets.