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

@article{Nam2010TheEO,
  title={The Effect of Signal Quality and Contiguous Word of Mouth on Customer Acquisition for a Video-on-Demand Service},
  author={Sungjoon Nam and Puneet Manchanda and Pradeep Chintagunta},
  journal={Marketing Science},
  year={2010},
  volume={29},
  pages={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 signal quality for this VOD service is exogenously determined, objectively measured and spatially uncorrelated. Further, it is unobserved to the potential subscriber and is revealed post-adoption. For a… CONTINUE READING
Highly Cited
This paper has 27 citations. REVIEW CITATIONS

From This Paper

Figures, tables, and topics from this paper.

Citations

Publications citing this paper.
Showing 1-10 of 17 extracted citations

References

Publications referenced by this paper.
Showing 1-8 of 8 references

The Role of Targeted Communication and Contagion in New Product Adoption,

  • Manchanda, Puneet, Ying Xie, Nara Youn
  • Marketing Science,
  • 2008

Customer Satisfaction and Word of Mouth,

  • Anderson, W Eugene
  • Journal of Service Research,
  • 1998

A Method for Minimizing the Impact of Distributional Assumption in Econometric Models for Duration Data,

  • Heckman, Singer
  • Journal of Consumer Research,
  • 1984
1 Excerpt

A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,

  • Marketing Research, forthcoming. Oliver, L Richard
  • Journal of Marketing Research,
  • 1980

Similar Papers

Loading similar papers…