Managing buzz | Zendy

Campbell Arthur | Zendy; Mayzlin Dina | Zendy; Shin Jiwoong | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Premium

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.

This content is not available in your region!

Continue researching here.

Having issues? You can contact us here

Accelerating Research