  According to behavioral finance, stock market returns are influenced by
emotional, social and psychological factors. Several recent works support this
theory by providing evidence of correlation between stock market prices and
collective sentiment indexes measured using social media data. However, a pure
correlation analysis is not sufficient to prove that stock market returns are
influenced by such emotional factors since both stock market prices and
collective sentiment may be driven by a third unmeasured factor. Controlling
for factors that could influence the study by applying multivariate regression
models is challenging given the complexity of stock market data. False
assumptions about the linearity or non-linearity of the model and inaccuracies
on model specification may result in misleading conclusions.
  In this work, we propose a novel framework for causal inference that does not
require any assumption about the statistical relationships among the variables
of the study and can effectively control a large number of factors. We apply
our method in order to estimate the causal impact that information posted in
social media may have on stock market returns of four big companies. Our
results indicate that social media data not only correlate with stock market
returns but also influence them.
