Emotions and Fund Flows: Evidence from Managers' Live Streams
Do investors respond to what fund managers say, or how they look saying it? Using 2,000 live-streamed sessions by Chinese ETF managers and multimodal machine learning, we show that managers’ facial expressions, not their words, drive fund flows. A one-standard-deviation increase in positive facial affect raises next-day flows by 0.17pp (260% of mean). Vocal tone shows weak effects; textual sentiment shows none. Critically, facial expressions predict flows but not returns, indicating pure persuasion rather than information transmission. Effects strengthen when investors are emotionally vulnerable (down markets, retail-heavy funds) and persist 2-3 weeks before dissipating. Our findings challenge the emphasis on textual disclosure in finance and raise questions about investor protection as video communication proliferates.
Marcin Kacperczyk Mingrui Liu Tianyu Wang Xueyong Zhang