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We investigate the information content of 3PROTV, a south Korean financialyoutube channel. In our sample we found evidence for the hypothesis that thechannel have information content on stock selection, but only on negativesentiment. Positively mentioned stock had pre-announcement spike followed bysteep fall in stock price around announcement period. Negatively mentionedstock started underperforming around the announcement period, withunderreaction dynamics in post-announcement period. In the area of markettiming, we found that change of sentimental tone of 3PROTV than its historicalaverage predicts the lead value of Korean market portfolio return. Itspredictive power cannot be explained by future change in news sentiment, futureshort term interest rate, and future liquidity risk.

Information Content of Financial Youtube Channel: Case Study of 3PROTV and Korean Stock Market