dc.contributorEscolas::EAESP
dc.contributorFGV
dc.creatorZanette, Maria Carolina
dc.creatorBrito, Eliane Pereira Zamith
dc.creatorLima, Marcelo Oliveira Coutinho de
dc.date.accessioned2018-10-25T18:23:57Z
dc.date.accessioned2022-11-03T20:32:43Z
dc.date.available2018-10-25T18:23:57Z
dc.date.available2022-11-03T20:32:43Z
dc.date.created2018-10-25T18:23:57Z
dc.date.issued2013
dc.identifier1746-0166
dc.identifierhttp://hdl.handle.net/10438/25412
dc.identifier10.1057/dddmp.2013.45
dc.identifier2-s2.0-84886690304
dc.identifier.urihttps://repositorioslatinoamericanos.uchile.cl/handle/2250/5040413
dc.description.abstractInfluentials are individuals whose opinions and behaviours affect other people's choices, and online influentials include bloggers. The authors performed exploratory research to understand how bloggers use their influence to support commercial interventions in their online space. They collected and analysed longitudinal data from three blog sites and interviewed the author of each. In selecting the cases to study, they considered the diversity of the narratives and the existence of communication related to products in the blog. Results indicate that blogs are a means for bloggers to disclose aspects of themselves through the blog narrative. Readers develop ties with both the blog and the blogger, while homophilic traits are relevant to explaining readers' choice of blog affiliation. Commercial intervention on blogs generates buzz if aligned with the blog's language, if the message content fits the blog's narrative, and if the product is close to the blog's subject of interest.
dc.languageeng
dc.relationJournal of Direct, Data and Digital Marketing Practice
dc.rightsrestrictedAccess
dc.sourceScopus
dc.subjectBlogs
dc.subjectInfluence
dc.subjectOnline communication
dc.subjectSocial network analysis
dc.subjectComunicação online
dc.subjectAnálise de redes sociais
dc.titleNew influentials: an exploratory study on blogs
dc.typeArticle (Journal/Review)


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