The Effect of Signal Quality and Contiguous Word of Mouth on Customer Acquisition for a Video-on-Demand Service

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Sungjoon Nam ; Puneet Manchanda ; Pradeep K. Chintagunta (2010)
  • Journal: Marketing Science, volume 29, issue 4 07-08, pages 690-700
  • Related identifiers: doi: 10.1287/mksc.1090.0550
  • Subject: services, service quality, new product adoption, word of mouth, contagion, social networks, high technology, hazard models

This paper documents the existence and magnitude of contiguous word-of-mouth effects of signal quality of a video-on-demand (VOD) service on customer acquisition. We operationalize contiguous word-of-mouth effect based on geographic proximity and use behavioral data to ... View more
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