Proceedings of the 2026 11th International Conference on Financial Innovation and Economic Development (ICFIED 2026)

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The Role of Social Media Signals in QQQ Investing Before and During CES

Authors
Yun Zhou1, Xihan Xiao2, *
1Department of Finance, City University of Macau, Macau, 999078, China
2College of Computing, Data Science, and Society City, University of California, Berkeley, Berkeley, CA, 94704, United States
*Corresponding author. Email: serenx@berkeley.edu
Corresponding Author
Xihan Xiao
Available Online 29 April 2026.
DOI
10.2991/978-94-6239-642-5_31How to use a DOI?
Keywords
investment; sentiment analysis; QQQ; social media
Abstract

In this study, the impact of social media signals on investor sentiment and investment behavior in the Invesco QQQ Trust (QQQ) prior to and during the Consumer Electronics Show (CES) is examined. Utilizing a mixed-method approach, we combine a survey-based experiment with extensive sentiment analysis of Reddit posts. The survey evaluates how risk signals are interpreted at the individual level and how that affects investment choices, while automated sentiment scoring using large language model (LLM) APIs records investor sentiment related to CES in real time. According to regression analysis, QQQ investment amounts in low-, medium-, and high-risk scenarios are significantly impacted by social media risk signals. More specifically, lower investment is always the result of higher perceived risk. The results show how social media-amplified event-driven sentiment affects investor behavior and ETF market dynamics. Giving investors and policymakers insights into market informational efficiency during significant technology events, this study adds to the body of knowledge on behavioral finance, event studies, and social media-driven financial decision-making.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2026 11th International Conference on Financial Innovation and Economic Development (ICFIED 2026)
Series
Advances in Economics, Business and Management Research
Publication Date
29 April 2026
ISBN
978-94-6239-642-5
ISSN
2352-5428
DOI
10.2991/978-94-6239-642-5_31How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yun Zhou
AU  - Xihan Xiao
PY  - 2026
DA  - 2026/04/29
TI  - The Role of Social Media Signals in QQQ Investing Before and During CES
BT  - Proceedings of the 2026 11th International Conference on Financial Innovation and Economic Development (ICFIED 2026)
PB  - Atlantis Press
SP  - 298
EP  - 306
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-642-5_31
DO  - 10.2991/978-94-6239-642-5_31
ID  - Zhou2026
ER  -