Abstract

http://ssrn.com/abstract=1617405
 
 

Citations (2)



 


 



Seeking Variety: A Dynamic Model of Employee Blog Reading Behavior


Param Vir Singh


Carnegie Mellon University - David A. Tepper School of Business

Nachiketa Sahoo


School of Management, Boston University

Tridas Mukhopadhyay


Carnegie Mellon University - David A. Tepper School of Business

May 28, 2010


Abstract:     
We investigate the dynamics of blog reading behavior of employees in an enterprise blogosphere. A dynamic model is developed and calibrated using longitudinal data from a Fortune 1000 IT services firm. We identify a variety-seeking behavior of blog readers where they frequently switch from reading on one set of topics to another dynamically. Our results indicate that this switching behavior is induced by the textual characteristics (sentiment and quality) of the posts read, reader characteristics (status, location, expertise), or a readers' inherent desire for variety. Our modeling framework allows us to segregate the impact of post-textual characteristics on attracting readers from retaining them. We find that the textual characteristics that appeal to the sentiment of the reader affect both reader attraction and retention. However, textual characteristics that reflect only the quality of the posts affect only reader retention. The modeling framework and findings of this study highlight opportunities for a firm to influence blog reading behavior of its employees to align it with its goals. We provide directions to improve the utility of blogs as a medium for knowledge sharing. Overall, the blog reading dynamics estimation of this study contributes to the development of theoretically grounded understanding of reading behavior of individuals in online settings and more specifically in communities formed around user generated content.

Number of Pages in PDF File: 46

Keywords: Blogs, Employee Blogs, Enterprise 2.0, Blog Reading, Dynamic Models, User Generated Content, Latent Class Models, Hidden Markov Models, Regime Switching Models, Text mining

JEL Classification: D00, C22, C32

working papers series


Download This Paper

Date posted: May 28, 2010  

Suggested Citation

Singh, Param Vir and Sahoo, Nachiketa and Mukhopadhyay, Tridas, Seeking Variety: A Dynamic Model of Employee Blog Reading Behavior (May 28, 2010). Available at SSRN: http://ssrn.com/abstract=1617405 or http://dx.doi.org/10.2139/ssrn.1617405

Contact Information

Param Vir Singh (Contact Author)
Carnegie Mellon University - David A. Tepper School of Business ( email )
5000 Forbes Avenue
Pittsburgh, PA 15213-3890
United States
412-268-3585 (Phone)
Nachiketa Sahoo
School of Management, Boston University ( email )
595 Commonwealth Avenue
Boston, MA 02215
United States
4124221668 (Phone)
HOME PAGE: http://people.bu.edu/nachi/
Tridas Mukhopadhyay
Carnegie Mellon University - David A. Tepper School of Business ( email )
5000 Forbes Avenue
Pittsburgh, PA 15213-3890
United States
412-268-2307 (Phone)
HOME PAGE: http://web.gsia.cmu.edu/display_faculty.aspx?id=102
Feedback to SSRN


Paper statistics
Abstract Views: 1,135
Downloads: 237
Download Rank: 73,524
Citations:  2

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo8 in 0.297 seconds