블로그 기반 컨텐츠 네트워크에서 주의끌기 경쟁과 그 결과로 나타난 중심성의 영향

Blogs are increasingly becoming important sources of news and commentary and regarded as the primary force significantly changing the media environment. In particular, this type of social media is very important for SMEs to promote their presence and improve their communication with consumers. Given the critical role of blog-based content networks in information sharing and providing a new media ecosystem, we set out to understand the factors that affect the centrality of a blog in the online content network by extending the notion of competing for attention. First, we identified a set of variables essential to establish credibility, unity, and interactiveness in the blog-based content network. Among the research variables, quantity and quality of postingsare related to credibility, concentration of postings in a topic area is associated with unity, and interactiveness is linked to the feeling of being connectedness. Second, we empirically tested the proposed model with a set of data collected from a blog site run by a biggest portal company in Korea. This study has found strong support for the proposed research model. The proposed model is believed to advance the understanding of blog use behavior to attract attention from the other bloggers in online social network, which has little academic attention. Further results and implications for researchers and practitioners are discussed.