Researchers from Emory University published a new paper in the Journal of Marketing that investigates whether geographical distance still matters when word of mouth is disseminated online.
The study, forthcoming in the Journal of Marketing, is titled “Is Distance Really Dead in the Online World? The Moderating Role of Geographical Distance on the Effectiveness of Electronic Word-of-Mouth” and is authored by Vilma Todri, Panagiotis (Panos) Adamopoulos, and Michelle Andrews.
Companies seek local influencers to pitch products. Even though most influencers amass geographically dispersed followings via social media platforms, companies are willing to funnel billions of sponsorship dollars to multiple influencers located in different geographic areas, effectively creating sponsorships that span cities, countries, and, in some cases even, the globe. The desire to work with local influencers has spawned advertising agencies that specialize in connecting companies with influencers and may soon redefine the influencer economy.
This trend has merit according to this new study. The researchers show a positive link between online influence and how geographically close an influencer’s followers are located. The nearer a follower is geographically to someone who posts an online recommendation, the more likely she is to follow that recommendation.
To investigate whether geographical distance still matters when word of mouth is disseminated online, the research team examined thousands of...
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