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Ticker Shock
A Playbook for Investor Relations, Communications, and Leadership in the Age of Retail Investors

Katherine Perry (Author)

9781394411849, Wiley

Hardback, published 6 July 2026

320 pages
22.9 x 15.5 x 3 cm, 0.522 kg

How identity, access, and attention are transforming the future of corporate branding and investor relations

The modern market is no longer defined solely by balance sheets and earnings reports—it's powered by identity, access, and emotion. Ticker Shock: A Playbook for Investor Relations, Communications, and Leadership in the Age of Retail Investors reveals how a new generation of investors, armed with instinct and a smartphone, is rewriting the rules of engagement across capital markets. These retail investors aren't just buying shares—they're building personal brands, performing belonging, and transforming financial discourse into a cultural act. Katherine Perry dissects this evolution with precision, blending behavioral insight, cultural analysis, and communications strategy to illuminate a financial ecosystem driven by resonance rather than fundamentals.

Through vivid case studies, Perry traces how speculation, sentiment, and social visibility have fused into a powerful new market narrative. Each chapter unpacks how retail behavior is reshaping investor relations, branding, and corporate leadership in an attention-driven age. For executives, marketers, and financial professionals navigating this volatile environment, Ticker Shock provides a critical framework for understanding and adapting to today's participatory, high-velocity markets where visibility equals value, and trust is earned in real time.

The first comprehensive analysis of retail investor culture and its impact on corporate identity, Ticker Shock:

  • Highlights how social media and digital visibility drive market sentiment and valuation
  • Explains why retail speculation is as much cultural expression as financial decision
  • Features case studies from leading companies such as Robinhood, Palantir, and Netflix
  • Explores how CEOs must now communicate like creators to maintain credibility and relevance
  • Provides actionable insights for investor relations, communications, and marketing teams
  • Examines how AI, tokenization, and social platforms are redefining due diligence and access
  • Maps the regulatory and reputational challenges of a participatory financial system

Ideal for executives, investor relations officers, communications professionals, and corporate strategists, Ticker Shock is essential reading for MBA and business school courses in finance, marketing, and corporate communications. It is also a critical reference for financial media, analysts, and fintech operators navigating the evolving dynamics between brand, behavior, and belief in modern markets.

FOREWORD xi

INTRODUCTION 1

SECTION I THE NEW MARKET FOUNDATIONS 5

CHAPTER 1 THE NEW RETAIL REALITY 7
How traders became audiences, audiences became communities, and communities became market forces

CHAPTER 2 THE ATTENTION REFLEX 21
Why price now follows attention, how information spreads, and what companies must understand about the feed economy

CHAPTER 3 THE NARRATIVE ECONOMY 31
Why stories act as valuation inputs; how sentiment, identity, and meaning move faster than fundamentals

SECTION II RETAIL BEHAVIOR AS MARKET STRUCTURE 47

CHAPTER 4 THE MEME-TO-MARKET PIPELINE 49
From TikTok to trading screens: how cultural momentum turns into market movement

CHAPTER 5 THE RETAIL BUSINESS CYCLE 63
How macroeconomics, rates, and liquidity shape when the crowd charges in, or pulls back

CHAPTER 6 IDENTITY, BELIEF, AND BRAND 75
The consumer–investor loop, investor identity, and how ownership becomes part of self-concept

SECTION III HOW INFORMATION ACTUALLY TRAVELS 87

CHAPTER 7 WHEN THE AUDIENCE VOTES 89
How retail investors are reshaping corporate governance and making accountability visible

CHAPTER 8 THE RETAIL INFORMATION ECOSYSTEM 99
Creators, TikTok, YouTube, Reddit, Discord, AI summaries—and how narratives form across platforms

CHAPTER 9 MEDIA, METRICS, AND ATTENTION 111
How news, coverage cycles, sentiment analytics, and algorithmic summarization shape markets

CHAPTER 10 REGULATION MEETS THE FEED 125
Reg FD, misinformation, virality, and how regulators are adapting to markets that move before filings hit

SECTION IV CORPORATE ADAPTATION AND STRATEGY 139

CHAPTER 11 EXECUTIVE BRANDING IN THE AGE OF RETAIL 141
CEOs as creators, leadership visibility, and how personality shapes valuation

CHAPTER 12 INVESTOR MARKETING: WHEN IR MEETS PR MEETS BRAND 161
CEOs as creators, leadership visibility, and how personality shapes valuation

CHAPTER 13 THE MODERN INVESTOR DAY 179
From closed institutional rooms to broadcast-ready events for global retail audiences

CHAPTER 14 THE NEW IPO PLAYBOOK 189
How retail participation, media scrutiny, and narrative strategy reshape the path from private to public

CHAPTER 15 AI, DATA, AND THE FUTURE OF IR 203
How companies structure, tag, and distribute information for machines and humans simultaneously

SECTION V THE EXPANDING UNIVERSE 219

CHAPTER 16 ALTERNATIVE ASSETS FOR ALL 221
How fractional investing and pre-IPO access opened the door to private markets

CHAPTER 17 TOKENIZED EVERYTHING 231
The shift from paper to programmable ownership, and what it means for global access, trust, and corporate communication

CHAPTER 18 THE GLOBAL CROWD 253
Retail revolutions around the world, from Seoul to Mumbai, mirror America's investing awakening

CONCLUSION: THE NEW MARKET ORDER 267
APPENDIX: THE RETAIL INVESTOR SIGNAL 273
NOTES 283
ACKNOWLEDGMENTS 295
ABOUT THE AUTHOR 299
INDEX 301

Subject Areas: Finance & accounting [KF]
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