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Two essays on measuring and managing the influence of blogs.

机译：关于衡量和管理博客影响力的两篇文章。

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摘要

This thesis investigates how firms can measure and manage influence of IT-enabled communication media, particularly blogs. The thesis constitutes two essays. The essays can be read independently, but they are complementary to each other.The first essay measures the influence of employees' negative blogging on their employers and suggests an approach to govern employees' negative blogging for better results. Results indicate that the increase in negative posts, increases readership exponentially up to a certain level of negative posting, and then stabilizes beyond this point. Due to this initial exponential increase in readership, there are conditions under which negative posts generate greater net positive influence on readers than if there were no negative posts. We illustrate the application of the framework using blogging data from employees at Sun Microsystems. Our empirical model accounts for inherent non-linearities, issues of endogeneity and unobserved heterogeneity, and potential alternative specifications.The second essay investigates the influence of blogs in general new venture financing and proposes an approach to handle blogs for better financing deals. Findings indicate that eWOM of popular bloggers helps new ventures in getting higher amounts and valuations, and eWOM due to non-popular bloggers does not matter. Other findings are that the impact of negative eWOM is more than the positive eWOM. Results also show that as new ventures progress through financing stages, the effect of eWOM on financing decreases. Another contribution of this work is to gather and assimilate data from wide variety of sources such as VentureXpert, surveys, Google Blogsearch, Lexis-Nexis, Archive.org, and Hoover. Econometric analysis is designed to control for biases in sample selection, simultaneity in financing variables, and potential alternative specifications. Robustness checks such as ignoring selection bias fix, controlling for potential endogeneity bias due to unobserved quality, adding more control variables, and by dropping ventures that received multiple rounds of financing were conducted.
机译：本文研究了企业如何衡量和管理IT支持的通信媒体（尤其是博客）的影响力。论文共分为两篇。这些文章可以独立阅读，但又是互为补充的。第一篇文章衡量了员工负面博客对雇主的影响，并提出了一种管理员工负面博客以取得更好结果的方法。结果表明，负面帖子的增加使读者人数呈指数增长，直至负面帖子达到一定水平，然后稳定下来。由于读者人数的这种最初的指数增长，在某些情况下，负面职位对读者的净正面影响要大于没有负面职位的情况。我们使用Sun Microsystems员工的博客数据说明了该框架的应用。我们的经验模型考虑了固有的非线性，内生性和未观察到的异质性问题以及潜在的替代规范。第二篇文章调查了博客在一般新风险融资中的影响，并提出了处理博客以实现更好的融资交易的方法。调查结果表明，受欢迎的博客作者的eWOM可帮助新企业获得更高的金额和估值，而非受欢迎博客作者的eWOM则无关紧要。其他发现是，负面eWOM的影响要大于正面eWOM。结果还显示，随着新企业在融资阶段的发展，eWOM对融资的影响会降低。这项工作的另一项贡献是从多种来源收集和吸收数据，例如VentureXpert，调查，Google Blogsearch，Lexis-Nexis，Archive.org和Hoover。计量经济学分析旨在控制样本选择中的偏差，融资变量的同时性以及潜在的替代规格。进行了鲁棒性检查，例如忽略选择偏向的确定，控制由于不可观察的质量而导致的潜在内生性偏向，添加更多的控制变量以及通过放弃获得多轮融资的风险投资。

著录项

  • 作者

    Aggarwal, Rohit.;

  • 作者单位

    University of Connecticut.;

  • 授予单位 University of Connecticut.;
  • 学科 Business Administration Marketing.Mass Communications.Business Administration Management.
  • 学位 Ph.D.
  • 年度 2008
  • 页码 105 p.
  • 总页数 105
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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