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How to Attract and Retain Readers in Enterprise Blogging?

Author

Listed:
  • 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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    10. Yicheng Song & Nachiketa Sahoo & Elie Ofek, 2019. "When and How to Diversify—A Multicategory Utility Model for Personalized Content Recommendation," Management Science, INFORMS, vol. 65(8), pages 3737-3757, August.
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    13. Sandeep Khurana & Liangfei Qiu & Subodha Kumar, 2019. "When a Doctor Knows, It Shows: An Empirical Analysis of Doctors’ Responses in a Q&A Forum of an Online Healthcare Portal," Information Systems Research, INFORMS, vol. 30(3), pages 872-891, September.
    14. Wenjuan Fan & Qiqi Zhou & Liangfei Qiu & Subodha Kumar, 2023. "Should Doctors Open Online Consultation Services? An Empirical Investigation of Their Impact on Offline Appointments," Information Systems Research, INFORMS, vol. 34(2), pages 629-651, June.
    15. Sheng, Jie & Amankwah-Amoah, Joseph & Wang, Xiaojun, 2019. "Technology in the 21st century: New challenges and opportunities," Technological Forecasting and Social Change, Elsevier, vol. 143(C), pages 321-335.
    16. Mengke Qiao & Ke-Wei Huang, 2021. "Correcting Misclassification Bias in Regression Models with Variables Generated via Data Mining," Information Systems Research, INFORMS, vol. 32(2), pages 462-480, June.
    17. Hyelim Oh & Khim-Yong Goh & Tuan Q. Phan, 2023. "Are You What You Tweet? The Impact of Sentiment on Digital News Consumption and Social Media Sharing," Information Systems Research, INFORMS, vol. 34(1), pages 111-136, March.
    18. 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.
    19. Vilma Todri & Anindya Ghose & Param Vir Singh, 2020. "Trade-Offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics Across the Purchase Funnel," Information Systems Research, INFORMS, vol. 31(1), pages 102-125, March.
    20. 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.
    21. Yan Huang & Param Vir Singh & Anindya Ghose, 2015. "A Structural Model of Employee Behavioral Dynamics in Enterprise Social Media," Management Science, INFORMS, vol. 61(12), pages 2825-2844, December.
    22. Michael Rivera & Liangfei Qiu & Subodha Kumar & Tony Petrucci, 2021. "Are Traditional Performance Reviews Outdated? An Empirical Analysis on Continuous, Real-Time Feedback in the Workplace," Information Systems Research, INFORMS, vol. 32(2), pages 517-540, June.
    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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