FINANCIAL REPORTING ON SOCIAL MEDIA. EMPIRICAL STUDY ON THE EUROPEAN MEDICAL SECTOR

Publicitatea corporativă este esenţială pentru funcţionarea unei pieţe de capital eficiente. In ultimul deceniu, reţelele de socializare au început să devină parte integrantă a stilului de viaţă contemporan al entităţilor, fiind utilizate drept mijloc de comunicare cu părţile interesate. Cercetarea cantitativă efectuată pe eşantionul de 119 companii din sectorul medical, listate pe bursele europene urmăreşte îndeaproape corelaţiile existente între utilizarea reţelelor de socializare şi informaţiile financiare diseminate către public. Au fost utilizate tehnici de analiză exploratorie a datelor pentru identificarea elementelor determinante ale comunicării financiare prin mijloace sociale, fiind urmate de calculul indexului de utilizare a acestor mijloace de comunicare şi corelarea acestuia cu ratele de performanţă financiară ale companiilor studiate. Considerăm că adoptarea omniprezentă a tehnologiilor joacă un rol esenţial în comunicarea dintre management şi utilizatori, aducând un aport indirect asupra bunei funcţionări a unei entităţi.Alternate :Corporate advertising is essential for the functioning of an efficient capital market. Over the past decade, social networks have begun to become an integral part of the contemporary lifestyle of entities, being used as a means of communication with stakeholders. The quantitative research carried out on the sample of 119 companies in the medical sector, listed on the European stock exchanges, closely follows the correlations between the use of social networks and the financial information disseminated to the public. Techniques of exploratory data analysis were used to identify the determinants of financial communication through social means, followed by the calculation of the index of the use of these means of communication and its correlation with the financial performance rates of the studied companies. We believe that the ubiquitous adoption of technologies plays an essential role in the communication between management and users, bringing an indirect contribution to the proper functioning of an entity.

Companies' behavior in measuring the quality of financial reports: Pre- and post-pandemic research.

Since information is the foundation for decision-making by its users, it and the quality associated with it must be given particular importance in order to reduce uncertainties about how it is reported and interpreted and to increase its usefulness. Financial reporting is of relatively great significance to both those who provide it and those who use it, with accounting providing a wide range of sources of financial information, ensuring a high degree of credibility compared to other sources of information. The objective of the research is to highlight the behavior of companies in measuring the quality of issuers' financial reporting to identify solutions for harmonizing the way financial information is presented with the needs of users. Two hypotheses were defined and tested for this purpose, with the research being segmented over three successive stages. The first stage consists in identifying the appropriate index to measure the quality of financial reporting. The second stage consists in gathering the data and obtaining the quality measurements, for testing the defined hypotheses. The third stage concerns in concluding the results obtained highlight the existing divergences between the period before the health crisis, but also the period immediately after the COVID-19, on the two markets of the Bucharest Stock Exchange (regulated market and AeRO market).