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Pharmaceutical Blogging and Online Distribution of Information

In the proceedings of the 42nd Hawaii International Conference on System Science, Waikoloa, Hawaii, USA, 5-8 January 2009

23 Pages Posted: 25 Aug 2009 Last revised: 9 Sep 2009

Emanuela Todeva

St. Mary's University; Business Clusters, Networks and Economic Development

Donka Atanasova Keskinova

Plovidv University

Date Written: January 1, 2009

Abstract

The hypothesis behind this research was that the rise of blogs as a rich information source may provide a challenge to the traditionally held view of a ‘key opinion leader’ in the drugs and health public domain. We have employed network analysis methods to determine the emergent connectivity in the self-publishing domain of the internet (known as blogs), the referral links between individual blogs, and the semantic context of blog text. The results reveal that inspite of high volume of blogs, only a small number are interlinked, and the emerging network configuration is a small core component with a large number of dyads, or short tails. The public opinion broadcasted in blogs shows differentiation related to specific health issues or pharmaceutical companies. Our findings support the conclusion that inspite of the high technical connectivity provided by the search engines and internet crawling tools, social connectivity is limited.

Keywords: European pharmaceuticals, Blogs, Distributed Intelligence systems, Online self-publishing

JEL Classification: O3

Suggested Citation

Todeva, Emanuela and Keskinova, Donka Atanasova, Pharmaceutical Blogging and Online Distribution of Information (January 1, 2009). In the proceedings of the 42nd Hawaii International Conference on System Science, Waikoloa, Hawaii, USA, 5-8 January 2009. Available at SSRN: https://ssrn.com/abstract=1460883 or http://dx.doi.org/10.2139/ssrn.1460883

Emanuela Todeva (Contact Author)

St. Mary's University ( email )

Waldegrave Rd
Twickenham, TW1 4SX
United Kingdom

HOME PAGE: http://www.bcned.co.uk/

Business Clusters, Networks and Economic Development ( email )

London
United Kingdom

HOME PAGE: http://www.bcned.co.uk

Donka Atanasova Keskinova

Plovidv University ( email )

4 Tsar Assen Str.
Plovdiv, Plovdiv 4000
Bulgaria

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