TY  - JOUR
AB  - 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 assumptions and mechanisms used. A range of mechanisms is suggested that should be evaluated for inclusion in diffusion modeling.Originality/value The need for validation of assumptions has been stressed elsewhere but there has been a lack of examples. This paper provides examples. The stress on the sufficiency of the mechanisms used is new.
VL  - 50
IS  - 3/4
SN  - 0309-0566
DO  - 10.1108/EJM-02-2015-0120
UR  - https://doi.org/10.1108/EJM-02-2015-0120
AU  - East Robert
AU  - Uncles Mark D.
AU  - Romaniuk Jenni
AU  - Lomax Wendy
PY  - 2016
Y1  - 2016/01/01
TI  - Improving agent-based models of diffusion
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 639
EP  - 646
Y2  - 2024/04/25
ER  -