... the interaction between consumer revenue heterogeneity and homophily, on the one hand, and consumer social network attributes, on the other hand. Design/methodology/approach An agent-based simulation modeling approach is used, comprising over 280,000 simulation runs that are executed on nine empirical...

.... Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved. Research limitations...