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Validation and sufficiency

Robert East (Kingston Business School, London, UK and Ehrenberg-Bass Institute, UNISA, Adelaide, Australia)
Mark D. Uncles (Australian School of Business, University of New South Wales, Sydney, Australia)
Jenni Romaniuk (Ehrenberg-Bass Institute, University of South Australia, Sydney, Australia)
Wendy Lomax (Kingston Business School, Kingston, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 11 April 2016

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Abstract

Purpose

This paper aims to respond to the commentaries by Nejad, and Rand and Rust on the paper “Improving Agent-Based Models of Diffusion”.

Design/methodology/approach

Evidence on the nature of word of mouth was reviewed and related to the views expressed by the authors of the commentaries.

Findings

The authors of this paper remain concerned about the assumptions used in agent-based models of diffusion.

Originality/value

The study refers to previously published work.

Keywords

Citation

East, R., Uncles, M.D., Romaniuk, J. and Lomax, W. (2016), "Validation and sufficiency", European Journal of Marketing, Vol. 50 No. 3/4, pp. 661-666. https://doi.org/10.1108/EJM-02-2016-0113

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited