Managing buzz

Arthur Donald Campbell; Dina  Mayzlin; Jiwoong Shin

doi:10.1111/1756-2171.12173

Managing buzz

Arthur Donald Campbell
, Dina Mayzlin
, Jiwoong Shin

Department of Economics

Research output: Contribution to journal › Article › Research › peer-review

20 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 language	English
Pages (from-to)	203-229
Number of pages	27
Journal	RAND Journal of Economics
Volume	48
Issue number	1
DOIs	https://doi.org/10.1111/1756-2171.12173
Publication status	Published - 1 Mar 2017

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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.

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Managing buzz

Abstract

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