Structural change in search engine news service: a social network perspective

Abstract

This research investigates structural change made by Naver’s online news section and how it has impacted the overall traffic flow of Korea’s online news. This paper examined 45 websites in 2008 and 2010, and the total number of pages viewed within these sites was considered in the analysis. Social network analysis was applied to study the relationships between the news sites. The analysis through degree centrality and Bonacich powers shows that there has been a shift in market leadership. In 2007, Naver, the top search engine in Korea, stepped down from its leading position after they started to provide news services. Daum, the second largest search engine, has taken over the central position as the most influential news site. Based on the results of this study, practical implications for online service markets and theoretical implications for online services are recommended accordingly.