Research on growth of innovations introduced to the market has gradually shifted its focus
from aggregate-level diffusion to exploring how growth is influenced by a given social …

Mathematical modeling of innovation diffusion has attracted strong academic interest since
the early 1960s. Traditional diffusion models have aimed at empirical generalizations and …

Internet usage continues to explode across the world with digital becoming an increasingly
important source of competitive advantage in both B2C and B2B marketing. A great deal of …

On the grounds that individuals heavily rely on the information that they receive from their
peers when evaluating adoption of a radical innovation, this paper proposes a new …

Designed for advanced MBA and doctoral courses in Consumer Behavior and Customer
Satisfaction, this is the definitive text on the meaning, causes, and consequences of …

Brands and word of mouth (WOM) are cornerstones of the marketing field, and yet their
relationship has received relatively little attention. This study aims to enhance understanding …

Online chatter is important because it is spontaneous, passionate, information rich, granular,
and live. Thus, it can forewarn and be diagnostic about potential problems with automobile …

The increasing emphasis on understanding the antecedents and consequences of customer-
to-customer (C2C) interactions is one of the essential developments of customer …

Agent-based modeling can illuminate how complex marketing phenomena emerge from
simple decision rules. Marketing phenomena that are too complex for conventional …

Diffusion processes of new products and services have become increasingly complex and
multifaceted in recent years. Consumers today are exposed to a wide range of influences …