Managing buzz

Arthur Donald Campbell, Dina Mayzlin, Jiwoong Shin

Research output: Contribution to journalArticleResearchpeer-review

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

Cite this

Campbell, Arthur Donald ; Mayzlin, Dina ; Shin, Jiwoong. / Managing buzz. In: The Rand Journal of Economics. 2017 ; Vol. 48, No. 1. pp. 203-229.
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Campbell, AD, Mayzlin, D & Shin, J 2017, 'Managing buzz' The Rand Journal of Economics, vol. 48, no. 1, pp. 203-229. https://doi.org/10.1111/1756-2171.12173

Managing buzz. / Campbell, Arthur Donald; Mayzlin, Dina ; Shin, Jiwoong.

In: The Rand Journal of Economics, Vol. 48, No. 1, 01.03.2017, p. 203-229.

Research output: Contribution to journalArticleResearchpeer-review

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