Managing buzz

Arthur Donald Campbell, Dina Mayzlin, Jiwoong Shin

Research output: Contribution to journalArticleResearchpeer-review

6 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)203-229
Number of pages27
JournalThe Rand Journal of Economics
Volume48
Issue number1
DOIs
Publication statusPublished - 1 Mar 2017

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