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 unco...

The research investigates the impact of customer hope, positive emotional advertising, and multi-context number (MCN) brand strategy on purchase intention word mouth in context an eco-efficient product. This study uses a quantitative survey energy-saving lamp. results indicated that consumer hope positively affects word-of-mouth; advertising numbers have effect intentions. However, has no inten...

Social media services, such as Twitter, enable commercial businesses to participate actively in online wordof-mouth communication. In this project, we examined the potential influences of business engagement in online wordof-mouth communication on the level of consumers’ engagement and investigated the trajectories of a business’ online word-of-mouth message diffusion in the Twitter community. ...

This research theorizes and empirically examines whether how educating customers—a brand's efforts to enhance customers' product-related knowledge—affects customer word of mouth (WOM). In two lab experiments across service retailing contexts, we find that customers enhances positive WOM for a brand. Customer satisfaction perceived expertise mediate this effect. Critically, the impact on is stro...