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Internet Research
ISSN: 1066-2243
Online from: 1991
Subject Area: Information and Knowledge Management
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Exploring individual communication power in the blogosphere
| Title: | Exploring individual communication power in the blogosphere |
|---|---|
| Author(s): | Hsiu-Chia Ko, (Department of Information Management, Chaoyang University of Technology, Wufeng, Taiwan, Republic of China), Chun-Po Yin, (Department of Data Processing, Haiching Vocational High School of Technology and Commerce, Kaohsiung, Taiwan, Republic of China), Feng-Yang Kuo, (Department of Information Management, National Sun Yat-Sen University, Kaohsiung, Taiwan, Republic of China) |
| Citation: | Hsiu-Chia Ko, Chun-Po Yin, Feng-Yang Kuo, (2008) "Exploring individual communication power in the blogosphere", Internet Research, Vol. 18 Iss: 5, pp.541 - 561 |
| Keywords: | Communication, Social networks, Worldwide web |
| Article type: | Research paper |
| DOI: | 10.1108/10662240810912774 (Permanent URL) |
| Publisher: | Emerald Group Publishing Limited |
| Abstract: | Purpose – Viewing the blog technology as an integral part of the current social-technical environment, this research aims to investigate whether the main influences on message diffusion within a blog community originate from external mass media channels or internal interpersonal communication channels. Design/methodology/approach – The authors employed the innovation-diffusion model and the OLS estimating method to study message diffusion of two documentary films on the Wretch, the largest blog community in Taiwan. Findings – The results indicate that the mass media is the main source of message diffusion and that the internal communication power may increase as the opinion leader promotes these messages. Research limitations/implications – Other factors that may influence message diffusion such as topic, design characteristics, and the existing social network have not been included. Practical implications – For practice, the result indicates that the mass media and the blog might complement each other. Originality/value – This research is one of the first that attempts to apply the innovation-diffusion model to analyze message diffusion within the blog community. |
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