East, Robert; Uncles, Mark D.; Romaniuk, Jenni; Lomax, Wendy - In: European Journal of Marketing 50 (2016) 3/4, pp. 661-666
Purpose This paper aims to respond to the commentaries by Nejad, and Rand and Rust on the paper “Improving Agent-Based Models of Diffusion”. Design/methodology/approach Evidence on the nature of word of mouth was reviewed and related to the views expressed by the authors of the commentaries....
