The purpose of this study is to explore why A‐list bloggers are continuously popular and what benefits they may obtain from becoming A‐list bloggers.
This work compared the varying popularity ranking list at two stages of Wretch, the biggest blog platform in Taiwan, and selected 44 continuously popular A‐list bloggers as research subjects. The research used online ethnographic methods, social network analysis, and text analysis to analyse collected data, including personal blog homepages, profile pages, blogrolls, blog posts, and audience responses to 44 continuously popular A‐list bloggers.
The results reveal that, on average, A‐list bloggers publish several articles weekly. Each article draws many responses and quotations; however only a few audience members continuously respond to these articles. The social network analysis and the online ethnographic analysis results indicate that a large audience regularly visits A‐list blogs, and their quotations and diffusion of information promote A‐list bloggers' reputations and build social capital, which consequently provides opportunities to convert popularity into a profit source. Finally the text analysis results show that A‐list bloggers often share positive life experiences in their blogs and receive positive feedback from their audience, which may increase their psychological well‐being and life satisfaction, and motivate them to continue writing. The positive emotions of A‐list bloggers may affect their audience and create emotional resonance with them.
This is the first study to explore the success of continuously popular A‐list bloggers to increase the understanding of the blogging phenomenon.
Viewing the blog technology as an integral part of the current social‐technical environment, this research aims to investigate whether the main influences on message diffusion within a blog community originate from external mass media channels or internal interpersonal communication channels.
The authors employed the innovation‐diffusion model and the OLS estimating method to study message diffusion of two documentary films on the Wretch, the largest blog community in Taiwan.
The results indicate that the mass media is the main source of message diffusion and that the internal communication power may increase as the opinion leader promotes these messages.
Other factors that may influence message diffusion such as topic, design characteristics, and the existing social network have not been included.
For practice, the result indicates that the mass media and the blog might complement each other.
This research is one of the first that attempts to apply the innovation‐diffusion model to analyze message diffusion within the blog community.