“O Que Gerencio e de Quem Dependo?”: Determinantes da Ação de Blogueiros
Blogs have been increasingly sought by companies to form strategic alliances. These alliances form digital networks of relationships between blogs, readers and sponsors. The network, structured by preferential attachment, forces the new blogger to not only manage resources that the blog depends on...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2015-07-01
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| Series: | RAC: Revista de Administração Contemporânea |
| Subjects: | |
| Online Access: | http://www.anpad.org.br/periodicos/arq_pdf/a_1609.pdf |
| Summary: | Blogs have been increasingly sought by companies to form strategic alliances. These alliances form digital
networks of relationships between blogs, readers and sponsors. The network, structured by preferential attachment,
forces the new blogger to not only manage resources that the blog depends on to survive and build attractiveness
in a competitive, heterogeneous and mutable environment; but also the challenge of overcoming the uncertainties,
contingencies and vulnerabilities imposed by the context (network), in which they operate. However, do bloggers
take different managerial actions in the pursuit of survival and success? With this question in mind, a theoretical
model was developed to characterize managerial action according to blog context. The empirical tests of this
model, carried out by quantitative and qualitative analysis with 21 blogs, indicated not only that bloggers have
adaptive managerial actions, but also that their actions evolve in attempts to increase attractiveness. These results
shed light on how managerial actions and decisions can be used to overcome the favoritism intrinsic to networks
and contribute to the understanding of how some blogs achieve success quickly and legitimately by acting
dynamically and contextually. This explains how leadership positions may switch, something assumed to be
random in research based on network theory (preferential attachment). |
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| ISSN: | 1415-6555 1982-7849 |