Analysis of Bloggers' Influence Style within Blog

Journal of Information Science Theory and Practice. 2013;1(2):36-57

 

Journal Homepage

Journal Title: Journal of Information Science Theory and Practice

ISSN: 2287-9099 (Print); 2287-4577 (Online)

Publisher: Korea Institute of Science and Technology Information

LCC Subject Category: Bibliography. Library science. Information resources

Country of publisher: Korea, Republic of

Language of fulltext: English

Full-text formats available: PDF

 

AUTHORS


Tan, Luke Kien-Weng (Wee Kim Wee School of Communication & Information Nanyang Technological University)

Na, Jin-Cheon (Wee Kim Wee School of Communication & Information Nanyang Technological University)

EDITORIAL INFORMATION

Blind peer review

Editorial Board

Instructions for authors

Time From Submission to Publication: 12 weeks

 

Abstract | Full Text

Blogs are readily available sources of opinions and sentiments which allows bloggers to exert a certain level of influence over the blog readers. Previous studies had attempted to analyze blog features to detect influence within the blogosphere, but had not studied in details influence at the blogger-level. Other studies studied bloggers' personalities with regards to their propensity to blog, but did not relate the personalities of bloggers to influence. Bloggers may differ in their way or manner of exerting influence. For example, bloggers could be active participants or just passive shares, or whether they express ideas in a rational or subjective manner, or they are received positively or negatively by the readers. In this paper, we further analyze the engagement style (frequency, scope, originality, and consistency of the blog postings), persuasion style (appeals to reasons or emotions), and persona (degree of compliance) of individual bloggers. Methods used include similarity analysis to detect the sharing-creating aspect of engagement style, subjectivity analysis to measure persuasion style, and sentiment analysis to identify persona style. While previous studies analyzed influence at blog site level, our model is shown to provide a fine-grained influence analysis that could further differentiate the bloggers' influence style in a blog site.