Identifying bloggers with marketing influence in the blogosphere

Abstract

Finding influential bloggers will not only allow us to better understand interesting activities happening in a social network, but also present unique opportunities for sales and advertisements. In this paper, we address a novel problem of finding influential bloggers with marketing value in the blogosphere by proposing a MIV (Marketing Influential Value) model. We induce two dimensions of blog characteristics (network-based factors and content-based factors) and develop an adaptive artificial neural network (ANN) to identify the potential bloggers with marketing influence to support the marketers or advertisers in promoting their products or services effectively. Copyright © 2009 ACM.