| Article ID: | iaor20105624 |
| Volume: | 29 |
| Issue: | 4 |
| Start Page Number: | 690 |
| End Page Number: | 700 |
| Publication Date: | Jul 2010 |
| Journal: | Marketing Science |
| Authors: | Manchanda Puneet, Chintagunta Pradeep K, Nam Sungjoon |
| Keywords: | video on demand |
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.