... engagement Social media Agent-based modeling Organic brand posts Paid brand posts Social media in various shapes and forms (e.g. Facebook, Instagram, Twitter, Snapchat, TikTok and Twitch) continue to be a force that marketers have to reckon with. Brands are increasingly adopting an active...

... consumer expectations. It systematically examines the interplay of product value and consumer heterogeneity in the dynamic process of new product diffusion under competition. Design/methodology/approach Drawing on traditional diffusion and choice models, this study develops an agent-based model...

... The note “Improving Agent-Based Models of Diffusion”, which appears in this issue, makes the case that agent-based models should be validated and sufficient. They then go on to critique one model [the Goldenberg, Libai, Moldovan and Muller (GLMM) model] in particular. We wholeheartedly agree...

...Robert East; Mark D. Uncles; Jenni Romaniuk; Wendy Lomax 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...