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Por qué el índice de sentimiento neto debería ser una prioridad: un estudio de caso de la industria bancaria

Author

Listed:
  • José Guadalupe Mendoza-Macías

    (Quantum Analytics, Sinaloa, Mexico)

  • Román Alejandro Mendoza-Urdiales

    (Quantum Analytics, Sinaloa, Mexico)

Abstract

El artículo analiza el impacto de los comentarios en redes sociales sobre el rendimiento de las acciones de los bancos en el mercado de valores de EE.UU. Se empleó inteligencia artificial para monitorear y extraer comentarios en tiempo real, y se utilizó el procesamiento de lenguaje na-tural para calcular el sentimiento de cada comentario. Los comentarios se clasificaron como positivos o negativos y se agregaron, por hora, para cada banco durante el período observado. Los resultados mostraron que tanto los comentarios positivos como los negativos tienen un efecto significativo en el rendimiento de las acciones, con un impacto asimétrico más pronunciado en el caso de los comentarios negativos. Este estudio contribuye a la comprensión de cómo la interac-ción en redes sociales puede influir en el valor de mercado de las empresas y destaca la impor-tancia para las compañías que cotizan en bolsa de monitorear y gestionar la percepción en línea.

Suggested Citation

  • José Guadalupe Mendoza-Macías & Román Alejandro Mendoza-Urdiales, 2024. "Por qué el índice de sentimiento neto debería ser una prioridad: un estudio de caso de la industria bancaria," The Anahuac Journal, Business and Economics School. Anahuac University (Mexico)., vol. 24(1), pages 272-293, June.
    • Handle: RePEc:amj:journl:v:24:y:2024:i:1:p:272-293
    DOI: https://doi.org/10.36105/theanahuacjour.2024v24n1.10
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    Keywords

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    JEL classification:

    • G41 - Financial Economics - - Behavioral Finance - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making in Financial Markets

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