Back to Search
Start Over
The Role of Mere Closeness: How Geographic Proximity Affects Social Influence
- Source :
- Journal of Marketing. 81:49-66
- Publication Year :
- 2017
- Publisher :
- SAGE Publications, 2017.
-
Abstract
- Geographic proximity has become increasingly relevant due to the growing number of marketing services that use consumers’ geographic locations, thus increasing the importance of gaining insights from this information. In five studies (both field and experimental), the authors analyze the effect of geographic proximity on social influence and demonstrate that not only social proximity but also perceived homophily can trigger social influence. They find that this effect holds under alternative representations of geographic distance and is confirmed for a range of different services and even for physical goods. Furthermore, the authors show that geographic proximity has a relative effect because the social influence of a closer sender is stronger than that of a more distant sender, regardless of the absolute distances. They present managerially relevant conditions under which the influence of geographic proximity not only is comparable to other types of information such as age or gender but also prov...
- Subjects :
- Marketing
Social proximity
05 social sciences
Closeness
Geographic proximity
050109 social psychology
Advertising
Field (geography)
Homophily
Geography
Geographical distance
0502 economics and business
050211 marketing
0501 psychology and cognitive sciences
Economic geography
Communication source
Business and International Management
Social influence
Subjects
Details
- ISSN :
- 15477185 and 00222429
- Volume :
- 81
- Database :
- OpenAIRE
- Journal :
- Journal of Marketing
- Accession number :
- edsair.doi...........06e176eaba1d918d3079d1ab08e0660b