Managing buzz

• 成果类型: Article
• 署名作者: Campbell, Arthur; Mayzlin, Dina; Shin, Jiwoong
• 署名单位: Monash University; University of Southern California; Yale University
• 刊物名称: RAND JOURNAL OF ECONOMICS
• ISSN/ISSBN: 0741-6261
• 发表日期: 2017
• 页码: 203-229
• 关键词: word-of-mouth; consumers

摘要

We model the incentives of individuals to engage in word of mouth (or buzz) about a product, and how a firm may strategically influence this process through its information release and advertising strategies. Individuals receive utility by improving how others perceive them. A firm restricts access to information, advertising may crowd out word of mouth, and a credible commitment not to engage in advertising is valuable for a firm.