With the development of the Internet and online shopping, the existing research mainly focuses on the stock price changes after the emergence of public opinion, but the impact of the company's public opinion response on the stock price has not been fully considered. This paper selects six typical beauty listed companies as research samples and applies the event study method to collect stock price data before and after public opinion events, as well as corporate responses. Through the short-term event study method, the results show that the quality of the company's public opinion response has a significant impact on the stock price. Among them, the average cumulative abnormal rate of return in the high-quality response group within 7 trading days after the response is 0.302, while the average in the low-quality response group is 0.023, and the average difference between the two groups is 0.279, which has obvious economic significance. The findings expand relevant theoretical research on crisis communication and capital market reactions and provide quantitative references for listed beauty enterprises to optimize public opinion response strategies.
Research Article
Open Access