Word-of-Mouth Communication and Percolation in Social Networks
研究了垄断企业通过朋友间口碑传播进行社会学习时的需求、定价和广告模型，发现口碑传播并不必然导致需求更富弹性或价格更低，并分析了网络连接性、朋友分布和聚类对价格的影响。
This paper develops a model of demand, pricing and advertising in the presence of social learning via word-of-mouth communication between friends. In the model consumers must receive information about a monopolist's product in order to consider purchasing it. The presence of word-of-mouth is not sufficient for demand to be more elastic and prices to be lower compared to an informed population. I derive the comparative static results of connectivity, mean-preserving spread of friendships, and clustering of friends on prices. The optimal targets for advertising are not, generically, the individuals with the most friends.