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Motivated by the empirical study that identifies a correlation betweenparticular social responses and different interaction ranges, we study the$q$-voter model with various combinations of local and global sources ofconformity and anticonformity. The models are investigated by means of the pairapproximation and Monte Carlo simulations on Watts-Strogatz andBarab\'{a}si-Albert networks. We show that within the model with localconformity and global anticonformity, the agreement in the system is the mostdifficult to achieve, and the role of the network structure is the mostsignificant. Interestingly, the model with swapped interaction ranges, namelywith global conformity and local anticonformity, becomes almost insensitive tothe changes in the network structure. The obtained results may have farreaching consequences for marketing strategies conducted via social mediachannels.

Competing local and global interactions in social dynamics: how important is the friendship network?