Purpose This paper aims to review the validation of assumptions made in agent-based modeling of diffusion and the sufficiency (completeness) of the mechanisms assumed to operate. Design/methodology/approach One well-cited paper is examined. Findings Evidence is presented that casts doubt on the...

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....