East, Robert; Uncles, Mark D.; Romaniuk, Jenni; Lomax, Wendy - In: European Journal of Marketing 50 (2016) 3/4, pp. 639-646
Purpose This paper aims to review the validation of assumptions made in agent-based modeling of diffusion and the … should be evaluated for inclusion in diffusion modeling. Originality/value The need for validation of assumptions has been …