  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.
