News versus Corporate Reputation: Measuring through Sentiment and financial analysis

Abstract

[EN] Today's companies cannot overlook their reputation if they want to continue to survive. One way to measure that reputation is through two factors: sentiment analysis of news stories in the press about those companies and the financial data of those companies. In this research, the sentiment analysis of news stories about several Euro Stoxx 50 companies for the years 2016 and 2019 has been carried out. For this purpose, the lexicon-based tools VADER and Hu Liu have been used. Then the trends of the results obtained for this four-year period have been analyzed and compared with the trends in their operating results in the same time period. The results obtained indicate that there is a high correlation between the sentiments reflected in the news and their operating results, i.e., when news sentiment about a company improves, its reputation also improves, and this causes its sales to increase. The same is true in the opposite direction.