Identifying bloggers with marketing influence in the blogosphere

Yung-Ming Li*, Cheng Yang Lai, Ching Wen Chen

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

11 Scopus citations

Abstract

Finding influential bloggers will not only allow us to better understand interesting activities happening in a social network, but also present unique opportunities for sales and advertisements. In this paper, we address a novel problem of finding influential bloggers with marketing value in the blogosphere by proposing a MIV (Marketing Influential Value) model. We induce two dimensions of blog characteristics (network-based factors and content-based factors) and develop an adaptive artificial neural network (ANN) to identify the potential bloggers with marketing influence to support the marketers or advertisers in promoting their products or services effectively.

Original languageEnglish
Title of host publicationProceedings of the 11th International Conference on Electronic Commerce, ICEC 2009
Pages335-340
Number of pages6
DOIs
StatePublished - 30 Nov 2009
Event11th International Conference on Electronic Commerce, ICEC 2009 - Taipei, Taiwan
Duration: 12 Aug 200915 Aug 2009

Publication series

NameACM International Conference Proceeding Series

Conference

Conference11th International Conference on Electronic Commerce, ICEC 2009
CountryTaiwan
CityTaipei
Period12/08/0915/08/09

Keywords

  • Blogosphere
  • Influential model
  • Social networks
  • Viral marketing

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