The impact of Social Influence is higher for Regional Internet Users: Arvin Subramanian, Author – Get Vocal for Local

Brand Voice
·2-min read

Arvin Subramanian, a 29-year-old Digital Marketer from Chennai released his hand book “Get Vocal for Local” last week. The Book has been the Best Seller in its category ever since release!

Through his book, Arvin has put forth many key insights on understanding the online behaviour of regional, rural internet users and presented ideas for brands to serve them better digital content.

Arvin Subramanian is the author of “Get Vocal for Local”, the book which is currently the best seller in its category – Urban and Regional. About the theme of his book – Arvin considers getting local is very vital in today’s scenario. With new users from regional, rural markets joining the internet on a daily basis, it is important that a brand communicates to them in a relevant manner. Through his book, Get VOCAL for LOCAL, he offers various plans, strategies to effectively localize content with the help of real-life case studies.

Arvin has done an in-depth investigation on the online behaviour of the regional, rural internet users. Arvin says, “Social influence is very high in this side of the internet spectrum. Starting from which video to watch, which hashtag to tweet, which news to circulate and to which memes to laugh at – Regional users depend on their friends and family for suggestions. The reason for this phenomenon is because of their lifestyle and social structure – how closely their networks are knit. This effect is somewhat different from metropolitan cities, where users are more likely to be motivated by their own choices.”

Arvin has cited many research papers and case studies to back his claims in the book. “If you look at Roger’s diffusion theory, majority of the regional and rural users may fall under the late majority category. Therefore, the innovators, and the early adopters may act as the influencers to this category. The reviews and testimonials of these influencers will naturally have a greater impact on the content consumption behaviour of these new users. Therefore, identification of such influencers is critical in regional social media marketing.”

For more such interesting insights on regional digital marketing. You can buy Amazon’s best-selling book on the Urban & Regional category here –

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