How to Attract and Retain Readers in Enterprise Blogging?

Param Vir Singh (), Nachiketa Sahoo () and Tridas Mukhopadhyay ()
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Param Vir Singh: Tepper School of Business and iLab, Heinz College, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213
Nachiketa Sahoo: School of Management, Boston University, Boston, Massachusetts 02215; and iLab, Heinz College, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213
Tridas Mukhopadhyay: Tepper School of Business and iLab, Heinz College, Carnegie Mellon University Qatar, Doha, Qatar

Information Systems Research, 2014, vol. 25, issue 1, 35-52

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 1,000 IT services firm. Our modeling framework allows us to segregate the impact of textual characteristics ( sentiment and quality ) of a post 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. We identify a variety-seeking behavior of blog readers where they dynamically switch from reading on one set of topics to another. The modeling framework and findings of this study highlight opportunities for the firm to influence blog-reading behavior of its employees to align it with its goals. Overall, this study contributes to improved understanding of reading behavior of individuals in communities formed around user generated content.

Keywords: blogs; employee blogs; enterprise 2.0; blog reading; dynamic models; user generated content; text mining (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (26)

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