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 language | English |
|---|---|
| Pages (from-to) | 203-229 |
| Number of pages | 27 |
| Journal | The Rand Journal of Economics |
| Volume | 48 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 1 Mar 2017 |
Cite this
}
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 journal › Article › Research › peer-review
TY - JOUR
T1 - Managing buzz
AU - Campbell, Arthur Donald
AU - Mayzlin, Dina
AU - Shin, Jiwoong
PY - 2017/3/1
Y1 - 2017/3/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85011912105&partnerID=8YFLogxK
U2 - 10.1111/1756-2171.12173
DO - 10.1111/1756-2171.12173
M3 - Article
VL - 48
SP - 203
EP - 229
JO - The Rand Journal of Economics
JF - The Rand Journal of Economics
SN - 0741-6261
IS - 1
ER -