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Purpose Viewing the blog technology as an integral part of the current social‐technical 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. Design/methodology/approach The authors employed the innovation‐diffusion model and the OLS estimating method to study message diffusion of two documentary films on the Wretch, the largest blog community in Taiwan. Findings 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. Research limitations/implications Other factors that may influence message diffusion such as topic, design characteristics, and the existing social network have not been included. Practical implications For practice, the result indicates that the mass media and the blog might complement each other. Originality/value This research is one of the first that attempts to apply the innovation‐diffusion model to analyze message diffusion within the blog community.
Ko et al. (Fri,) studied this question.