Investor relations på unge investorers premisser: En undersøkelse av individuelle investorers informasjons- og kommunikasjonspreferanser

Sammanfattning: Title: Investor relations from the perspective of young investors: A quantitative study of individual investors’ preferences in information and communication channels. Author: Cathrine Lorvik Advisor: Jesper Falkheimer Language: Norwegian Problem: Within the research field of investor relations there is lacking studies that focus on individual investors, i.e. the receiver perspective. At the same time the number of individual investors in the Swedish stock market is decreasing. The question this raises is how companies can communicate effectively with this group if they don’t know what this groups values? Purpose: Increase the knowledge about individual investors’ decision making regarding investments, and thereby increasing companies understanding of how to attract this group of investors. Methodology: A survey mailed to the 1070 members of the association Unga Aktiesparare in the southern region, and five qualitative interviews with members. Conclusions: The respondents value emotional appeal the most and social responsibility the least regarding investment decisions. Annual reports and mass media are the most important information sources, though the latter seems to be a way to select a few potential investment objects. More focus on IR as an interdisciplinary and strategic communication function is necessary for it to be as efficient as possible.