... ties with effective messages in their network marketing strategies. Originality/value This research provides a better understanding of the mechanisms driving susceptibility to social influence in new product diffusion. Susceptibility to informational influence (SII) refers to the desire...

... 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...