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摘要翻译：
研究了销售商的最优推荐策略及其与消费者之间沟通渠道类型的关系。卖家面对的是部分不知情的消费者群体，他们通过一个定向的社交网络相互联系。在网络中，卖主向知情的消费者（影响者）提供奖励，条件是诱导不知情的消费者（影响者）购买。需要奖励来承担沟通成本，并诱导口碑，无论是私下（每次接触的成本）还是公开（通知所有朋友的固定成本）。从卖家的角度来看，引发私人口碑比引发公众口碑成本更高。我们研究了（一）促使卖家转移到更密集的网络的诱因，引发私人或公共口碑；（二）两种类型的沟通之间的最佳组合。一个密集的网络被发现总是更好，不仅对信息扩散，而且对卖家的利润，只要私人口碑。不同的是，在公众口碑下，卖家可能更喜欢知情消费者之间竞争较少的环境，高度连接的影响者（中心）的存在是网络密度有利于利润的主要驱动力。当卖家能够区分私人口碑和公共口碑时，最优策略是廉价地激励联系更紧密的人公开传递信息，然后为私人口碑提供高额奖金。
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英文标题：
《Bring a friend! Privately or Publicly?》
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作者：
Elias Carroni and Paolo Pin and Simone Righi
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最新提交年份：
2018
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分类信息：

一级分类：Physics        物理学
二级分类：Physics and Society        物理学与社会
分类描述：Structure, dynamics and collective behavior of societies and groups (human or otherwise). Quantitative analysis of social networks and other complex networks. Physics and engineering of infrastructure and systems of broad societal impact (e.g., energy grids, transportation networks).
社会和团体（人类或其他）的结构、动态和集体行为。社会网络和其他复杂网络的定量分析。具有广泛社会影响的基础设施和系统（如能源网、运输网络）的物理和工程。
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一级分类：Economics        经济学
二级分类：Econometrics        计量经济学
分类描述：Econometric Theory, Micro-Econometrics, Macro-Econometrics, Empirical Content of Economic Relations discovered via New Methods, Methodological Aspects of the Application of Statistical Inference to Economic Data.
计量经济学理论，微观计量经济学，宏观计量经济学，通过新方法发现的经济关系的实证内容，统计推论应用于经济数据的方法论方面。
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英文摘要：
  We study the optimal referral strategy of a seller and its relationship with the type of communication channels among consumers. The seller faces a partially uninformed population of consumers, interconnected through a directed social network. In the network, the seller offers rewards to informed consumers (influencers) conditional on inducing purchases by uninformed consumers (influenced). Rewards are needed to bear a communication cost and to induce word-of-mouth (WOM) either privately (cost-per-contact) or publicly (fixed cost to inform all friends). From the seller's viewpoint, eliciting Private WOM is more costly than eliciting Public WOM. We investigate (i) the incentives for the seller to move to a denser network, inducing either Private or Public WOM and (ii) the optimal mix between the two types of communication. A denser network is found to be always better, not only for information diffusion but also for seller's profits, as long as Private WOM is concerned. Differently, under Public WOM, the seller may prefer an environment with less competition between informed consumers and the presence of highly connected influencers (hubs) is the main driver to make network density beneficial to profits. When the seller is able to discriminate between Private and Public WOM, the optimal strategy is to cheaply incentivize the more connected people to pass on the information publicly and then offer a high bonus for Private WOM.
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PDF链接：
https://arxiv.org/pdf/1807.01994

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关键词：econometrics Quantitative relationship Econometric information 沟通 知情 cost optimal Public