Munich Personal RePEc Archive

Blogs and the Economics of Reciprocal Attention

Gaudeul, Alexia and Mathieu, Laurence and Peroni, Chiara (2008): Blogs and the Economics of Reciprocal Attention.

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We argue in this paper that attention to one's blog is won by paying attention to other bloggers. We derive properties of blogging networks from a model where bloggers trade attention and content. The predictions from the model are then checked against a novel dataset from LiveJournal, a major blogging community. As predicted, the activity of bloggers is found to be related to the size and level of reciprocity within a blogger's relational network. We also find that bloggers who do not adhere to reciprocity norms are sanctioned with a lower number of readers.

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