Identifying bloggers with marketing influence in the blogosphere

Authors:
Yung-Ming Li;Cheng-Yang Lai;Ching-Wen Chen
Affiliations:
National Chiao Tung University, Hsinchu, Taiwan, ROC;National Chiao Tung University, Hsinchu, Taiwan, ROC;National Chiao Tung University, Hsinchu, Taiwan, ROC
Venue:
Proceedings of the 11th International Conference on Electronic Commerce
Year:
2009

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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.