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 quantify the effect. The...

Firms in many industries, e.g., pharmaceuticals, spend a significant amount of marketing dollars on salesforce effort. However, there exists very little research examining customer response to salesforce effort at the disaggregate level.