Validation and sufficiency

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. Finding...

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Bibliographic Details
Published in:European journal of marketing 2016-04, Vol.50 (3/4), p.661-666
Main Authors: East, Robert, Uncles, Mark D, Romaniuk, Jenni, Lomax, Wendy
Format: Article
Language:English
Subjects:
Advertising
Advertising expenditures
Attitudes
Bias
Customer satisfaction
Customer services
Product life cycle
Studies
Word of mouth advertising
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