Please use this identifier to cite or link to this item:

Bucking the Trend: An Agentive Perspective of Managerial Influence on Blog’S Attractiveness

File Size Format  
0275.pdf 465.79 kB Adobe PDF View/Open

Item Summary

Title:Bucking the Trend: An Agentive Perspective of Managerial Influence on Blog’S Attractiveness
Authors:Santos, Carlos
Castro, I
Onoyama, Silvia
Moreira, Marina
Keywords:Network Analysis of Digital and Social Media
digital work
network theory
show 1 morepreferential attachment
show less
Date Issued:07 Jan 2020
Abstract:Blog management is central to the digitalization of work. However, existing theories tend to focus on environmental influence rather than managerial control of a blog’s attractiveness at a microlevel. This study provides an agentive account of the adaptive behaviours exerted by the bloggers through the ways they use contents of their blogs to locate and harness their structural network positions of a blogosphere. We collated individual characteristics of 165 bloggers who blogged about economics, and then analysed the ways they maintained the contents of their blogs. We used network analysis and monomial logistic regression to test our model predictions. Our findings show that in contrast to less attractive blogs, bloggers who are mindful of their peers’ contents as a means of maintaining network positions attract a significantly higher level of traffic to their blogs. This agentive perspective offers practical insights into how nodal preferences can be reversed in blog management. We conclude the paper by discussing contributions to theory and future research.
Pages/Duration:10 pages
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
Appears in Collections: Network Analysis of Digital and Social Media

Please email if you need this content in ADA-compliant format.

This item is licensed under a Creative Commons License Creative Commons