Blog management is central to the digitalization of work. However, existing theories tend to focus on environmental influence rather than managerial control of a blogs attractiveness at a microlevel. This study provides an agentive account of the adaptive behaviours exerted by the bloggers through the ways they use contents of their blogs to locate and harness their structural network positions of a blogosphere. We collated individual characteristics of 165 bloggers who blogged about economics, and then analysed the ways they maintained the contents of their blogs. We used network analysis and monomial logistic regression to test our model predictions. Our findings show that in contrast to less attractive blogs, bloggers who are mindful of their peers contents as a means of maintaining network positions attract a significantly higher level of traffic to their blogs. This agentive perspective offers practical insights into how nodal preferences can be reversed in blog management. We conclude the paper by discussing contributions to theory and future research.

中文翻译：

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逆势而上：管理影响博客吸引力的代理视角

博客管理是工作数字化的核心。然而，现有理论倾向于关注环境影响，而不是在微观层面对博客吸引力的管理控制。本研究提供了博客作者通过他们使用博客内容来定位和利用他们在博客圈的结构网络位置的方式所施加的适应性行为的代理说明。我们整理了 165 位撰写经济学博客的博主的个人特征，然后分析了他们维护博客内容的方式。我们使用网络分析和单项逻辑回归来测试我们的模型预测。我们的研究结果表明，与不太有吸引力的博客相比，关注同行内容作为维持网络地位的手段的博主会为他们的博客吸引更高水平的流量。这种代理视角提供了有关如何在博客管理中逆转节点偏好的实用见解。我们通过讨论对理论和未来研究的贡献来结束本文。