{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,19]],"date-time":"2025-10-19T05:56:27Z","timestamp":1760853387595,"version":"3.41.2"},"reference-count":46,"publisher":"Emerald","issue":"5","license":[{"start":{"date-parts":[[2008,10,17]],"date-time":"2008-10-17T00:00:00Z","timestamp":1224201600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2008,10,17]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>Viewing the blog technology as an integral part of the current social\u2010technical 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.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>The authors employed the innovation\u2010diffusion model and the OLS estimating method to study message diffusion of two documentary films on the Wretch, the largest blog community in Taiwan.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>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.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>Other factors that may influence message diffusion such as topic, design characteristics, and the existing social network have not been included.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>For practice, the result indicates that the mass media and the blog might complement each other.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>This research is one of the first that attempts to apply the innovation\u2010diffusion model to analyze message diffusion within the blog community.<\/jats:p><\/jats:sec>","DOI":"10.1108\/10662240810912774","type":"journal-article","created":{"date-parts":[[2008,11,1]],"date-time":"2008-11-01T08:06:06Z","timestamp":1225526766000},"page":"541-561","source":"Crossref","is-referenced-by-count":18,"title":["Exploring individual communication power in the blogosphere"],"prefix":"10.1108","volume":"18","author":[{"given":"Hsiu\u2010Chia","family":"Ko","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Chun\u2010Po","family":"Yin","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Feng\u2010Yang","family":"Kuo","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2022031120390002400_b1","doi-asserted-by":"crossref","unstructured":"Adamic, L. and Glance, N. 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