An exploratory study into impression management practices of chairman's statements in South African annual reports

Abstract

The purpose of this study was to determine whether there is a systematic difference in the textual characteristics of information in the chairman’s statement of profitable and unprofitable companies on the JSE main board. This would indicate the existence of impression management in management commentary. The difference of profitable and unprofitable companies was analysed in relation to six pre-determined textual characteristics. The primary conclusion drawn is that impression management does exist in the chairman’s statements of companies listed on the main board of the JSE. Another finding of the study was that ‘extremely unprofitable’ companies are less likely to employ impression management. The findings of this research indicate that users of annual reports should be alert to the existence of reporting bias introduced by management in its commentary. Users of the annual report should carefully consider the usefulness of management commentary in their decision making, discounting these disclosures for the use of impression management techniques employed in corporate reporting strategies. Studies on impression management techniques in narrative disclosures within the annual report have not been piloted in South Africa before. This is the first study of linguistic variation employed in management commentary within the South African context. The study was exploratory in nature and did not set out to identify the causes of impression management being employed within the South African context. Future research may explore this further and may also be extended to determine whether impression management is present in other sections of the annual report and even the integrated report. Key words: Chairman’s statement, impression management, management commentary, reporting bias