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Link to Success: How Blogs Build an Audience by Promoting Rivals

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  • Dina Mayzlin

    (Marshall School of Business, University of Southern California, Los Angeles, California 40089)

  • Hema Yoganarasimhan

    (Graduate School of Management, University of California, Davis, Davis, California 95616)

Abstract

Empirically, we find that Web logs (or "blogs") often link to other blogs in the same category. We present an analytical model that explains why a rational blogger may choose to link to another blog. We allow bloggers to differ along two dimensions: (1) the ability to post news-breaking content, and (2) the ability to find news in other blogs. By linking, a blog signals to the reader that it will be able to direct her to news in other blogs in the future. The downside of a link is that it is a positive signal on the rival's news-breaking ability. We show that linking will be in equilibrium when the heterogeneity on the ability to break news is low relative to the heterogeneity on the ability to find news in other blogs. One implication of the linking mechanism is that blogs that are high on the news-breaking ability are more likely to gain readers. Hence, despite the fact that bloggers link for purely selfish reasons, the macro effects of this activity is that readers' learning is enhanced. This paper was accepted by J. Miguel Villas-Boas, marketing.

Suggested Citation

  • Dina Mayzlin & Hema Yoganarasimhan, 2012. "Link to Success: How Blogs Build an Audience by Promoting Rivals," Management Science, INFORMS, vol. 58(9), pages 1651-1668, September.
    • Handle: RePEc:inm:ormnsc:v:58:y:2012:i:9:p:1651-1668
    DOI: 10.1287/mnsc.1110.1510
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    References listed on IDEAS

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    9. Kummer, Michael E. & Saam, Marianne & Halatchliyski, Iassen & Giorgidze, George, 2016. "Centrality and content creation in networks - The case of economic topics on German wikipedia," Information Economics and Policy, Elsevier, vol. 36(C), pages 36-52.
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    19. Leeflang, Peter S.H. & Verhoef, Peter C. & Dahlström, Peter & Freundt, Tjark, 2014. "Challenges and solutions for marketing in a digital era," European Management Journal, Elsevier, vol. 32(1), pages 1-12.

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