Managing buzz
研究了个人参与产品口碑传播的动机，以及企业如何通过信息发布和广告策略来战略性影响这一过程。
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.