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How to Attract and Retain Readers in Enterprise Blogging?

Author

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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)

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.

Suggested Citation

  • Param Vir Singh & Nachiketa Sahoo & Tridas Mukhopadhyay, 2014. "How to Attract and Retain Readers in Enterprise Blogging?," Information Systems Research, INFORMS, vol. 25(1), pages 35-52, March.
    • Handle: RePEc:inm:orisre:v:25:y:2014:i:1:p:35-52
    DOI: 10.1287/isre.2013.0509
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    14. Mariia Petryk & Michael Rivera & Siddharth Bhattacharya & Liangfei Qiu & Subodha Kumar, 2022. "How Network Embeddedness Affects Real-Time Performance Feedback: An Empirical Investigation," Information Systems Research, INFORMS, vol. 33(4), pages 1467-1489, December.
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    16. Son, Jaebong & Lee, Hyung Koo & Jin, Sung & Lee, Jintae, 2019. "Content features of tweets for effective communication during disasters: A media synchronicity theory perspective," International Journal of Information Management, Elsevier, vol. 45(C), pages 56-68.
    17. Rohit Aggarwal & Michael J. Lee & Vishal Midha, 2023. "Differential Impact of Content in Online Communication on Heterogeneous Candidates: A Field Study in Technical Recruitment," Information Systems Research, INFORMS, vol. 34(2), pages 609-628, June.
    18. Kawaljeet Kaur Kapoor & Kuttimani Tamilmani & Nripendra P. Rana & Pushp Patil & Yogesh K. Dwivedi & Sridhar Nerur, 2018. "Advances in Social Media Research: Past, Present and Future," Information Systems Frontiers, Springer, vol. 20(3), pages 531-558, June.
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    21. Angela Aerry Choi & Daegon Cho & Dobin Yim & Jae Yun Moon & Wonseok Oh, 2019. "When Seeing Helps Believing: The Interactive Effects of Previews and Reviews on E-Book Purchases," Information Systems Research, INFORMS, vol. 30(4), pages 1164-1183, December.
    22. Shaohui Wu & Yong Tan & Yubo Chen & Yitian (Sky) Liang, 2022. "How Is Mobile User Behavior Different? A Hidden Markov Model of Cross-Mobile Application Usage Dynamics," Information Systems Research, INFORMS, vol. 33(3), pages 1002-1022, September.
    23. Mochen Yang & Gediminas Adomavicius & Gordon Burtch & Yuqing Rena, 2018. "Mind the Gap: Accounting for Measurement Error and Misclassification in Variables Generated via Data Mining," Information Systems Research, INFORMS, vol. 29(1), pages 4-24, March.
    24. Jingchuan Pu & Yuan Chen & Liangfei Qiu & Hsing Kenneth Cheng, 2020. "Does Identity Disclosure Help or Hurt User Content Generation? Social Presence, Inhibition, and Displacement Effects," Information Systems Research, INFORMS, vol. 31(2), pages 297-322, June.

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