Nam, Sungjoon; Manchanda, Puneet; Chintagunta, Pradeep K. - In: Marketing Science 29 (2010) 4, pp. 690-700
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...