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Sociodemographic versus Geographic Proximity in the Diffusion of Online Conversations

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  • Beth L. Fossen
  • Michelle Andrews
  • David A. Schweidel

Abstract

Social media platforms are changing how people spread information via word of mouth by allowing individuals to rapidly disseminate information to virtually anyone. Yet little is known about whether this ability affects how contagion spreads within online social systems. While digital platforms may facilitate diffusion to those nearby, they also may facilitate dissemination to like-minded folk regardless of physical proximity. These different outcomes suggest competing drivers for the diffusion of online conversations: geographic proximity, sociodemographic proximity, or a blend of both. Identifying which of these drivers underlies virality is critical because they yield strategically different marketing implications. Based on a data set of 355,021 microblogs, we build a spatiotemporal model to capture the diffusion of conversations within the United States. When accounting for sociodemographic proximity, geographic proximity does not significantly govern the spread of online conversations. Rather, sociodemographic factors propagate online social contagion, suggesting that social media campaign success relies on sociodemographic segmentation-based targeting.

Suggested Citation

  • Beth L. Fossen & Michelle Andrews & David A. Schweidel, 2017. "Sociodemographic versus Geographic Proximity in the Diffusion of Online Conversations," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(2), pages 246-266.
  • Handle: RePEc:ucp:jacres:doi:10.1086/690939
    DOI: 10.1086/690939
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    Cited by:

    1. Eggers, Fabian & Risselada, Hans & Niemand, Thomas & Robledo, Sebastian, 2022. "Referral campaigns for software startups: The impact of network characteristics on product adoption," Journal of Business Research, Elsevier, vol. 145(C), pages 309-324.
    2. Mahama-Musah, Fuseina & Schoutteet, Penelope & Vanhaverbeke, Lieselot, 2021. "Using online data for offline decisions: A geostatistical approach for evaluating the patronage potential of a baby-care retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    3. Yang, Zhihao & Wang, Desheng & Li, Tingting & Han, Jie, 2023. "Customizing a consumers’ story for you: The impact of protagonist geographical distance on willingness to share," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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