Finding influencers and consumer insights in the blogosphere

Naohiro Matsumura, Hikaru Yamamoto, Daisuke Tomozawa

Research output: Chapter in Book/Report/Conference proceedingConference contribution

14 Citations (Scopus)

Abstract

In this paper, we attempt to specify the influencer and the influential terms in consumer package goods by using the influence diffusion model (IDM). IDM calculates the spread of a term in the blogosphere recursively, and evaluates the influence of terms, blog entries, and bloggers. The model was applied to the official data from a blog hosting service. The results of the model were compared with the term frequency (TF). Then, the influencers of the IDM were examined and compared with the results of other network indices such as number of links and trackbacks. The results indicate that IDM performs better in finding blogs posted by bloggers with product usage experience or with an interest in the product. A propagation network which visualizes the consumer-oriented key marketing elements is also presented. An empirical analysis suggests the validity of IDM for marketing decision marking.

Original languageEnglish
Title of host publicationICWSM 2008 - Proceedings of the 2nd International Conference on Weblogs and Social Media
Pages76-83
Number of pages8
Publication statusPublished - 2008 Dec 1
Externally publishedYes
Event2nd International Conference on Weblogs and Social Media, ICWSM 2008 - Seattle, WA, United States
Duration: 2008 Mar 302008 Apr 2

Publication series

NameICWSM 2008 - Proceedings of the 2nd International Conference on Weblogs and Social Media

Other

Other2nd International Conference on Weblogs and Social Media, ICWSM 2008
CountryUnited States
CitySeattle, WA
Period08/3/3008/4/2

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ASJC Scopus subject areas

  • Computer Networks and Communications

Cite this

Matsumura, N., Yamamoto, H., & Tomozawa, D. (2008). Finding influencers and consumer insights in the blogosphere. In ICWSM 2008 - Proceedings of the 2nd International Conference on Weblogs and Social Media (pp. 76-83). (ICWSM 2008 - Proceedings of the 2nd International Conference on Weblogs and Social Media).