Gaining 'consumer insights' from influential actors inweblog networks

Abstract

Worldwide, weblog users make up a permanently growing conversation database including various private topics, but also discussions about services, products and brands. Hyperlinks create a social network between weblogs in the course of a dialog. This new form of social interaction shifts power in B2C marketing communication toward the consumers. In this study, we visualize and analyze a social network of weblogs which discuss mobile communication devices.We use differentmethods of the social network analysis to identify sub-communities and influential weblogs within the whole network. Once these important blogs are identified, we use the netnography procedure to gain "consumer insights" which tell us what the consumers really think and what their needs, wishes, problems and questions are regarding the products. © Springer-Verlag Berlin Heidelberg 2010.