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Managing buzz
Author(s) -
Campbell Arthur,
Mayzlin Dina,
Shin Jiwoong
Publication year - 2017
Publication title -
the rand journal of economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.687
H-Index - 108
eISSN - 1756-2171
pISSN - 0741-6261
DOI - 10.1111/1756-2171.12173
Subject(s) - marketing buzz , word of mouth , business , advertising , incentive , product (mathematics) , process (computing) , marketing , economics , microeconomics , computer science , geometry , mathematics , operating system
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.