Adoption epidemics and viral marketing
研究了创新（如新产品或想法）像病毒一样通过已采纳者传播的均衡采纳动态，发现早期可能出现从众行为，但最终所有病毒式传播的创新都会停止采纳，且生产者最优策略是初期让口碑自然增长后再投放广告。
An innovation (e.g., new product or idea) spreads like a virus, transmitted by those who have previously adopted it. Agents update their beliefs about innovation quality based on private signals and when they hear about the innovation. We characterize equilibrium adoption dynamics and the resulting lifecycle of virally‐spread innovations. Herding on adoption can occur but only early in the innovation lifecycle, and adoption eventually ceases for all virally‐spread innovations. A producer capable of advertising directly to consumers finds it optimal to wait and allow awareness to grow virally initially after launch.