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Managing buzz |
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| Authors: | Arthur Campbell Dina Mayzlin Jiwoong Shin |
| Institution: | 1. Monash University;2. University of Southern California;3. Yale University |
| 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. |
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