Hay, Rachel, and Eagle, Lynne (2021) Marketing Social Change: fixing bush internet in rural, regional, and remote Australia. In: Hay, Rachel, Eagle, Lynne, and Bhati, Abhishek, (eds.) Broadening Cultural Horizons in Social Marketing: comparing case studies from Asia-Pacific. Springer, Singapore, pp. 281-293.

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Abstract

Cattle producers in Australia have turned to social media to highlight deficits in internet access in rural, regional, and remote Australia. This chapter provides a case study about how a group of Australian cattle producer women used social marketing and advocacy to improve internet access and educational data allowances in rural, regional, and remote Australia. A content analysis of Facebook posts and comments from the Better Internet for Rural, Regional, and Remote Australia (BIRRR) evidenced a connection between advocacy and the principles of marketing. The results of the analysis highlighted deficits in access to internet connectivity and lead to a change in policy giving rural, regional, and remote school children a dedicated education portal to complete their studies.

Item ID:	65936
Item Type:	Book Chapter (Research - B1)
ISBN:	978-981-15-8517-3
Keywords:	Rural women Social marketing Policy Advocacy Agriculture Technology
Related URLs:	https://link.springer.com/chapter/10.100...
Copyright Information:	© Springer Nature Singapore Pte Ltd. 2021
Date Deposited:	03 Feb 2021 01:02
FoR Codes:	40 ENGINEERING > 4006 Communications engineering > 400699 Communications engineering not elsewhere classified @ 10% 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour @ 50% 44 HUMAN SOCIETY > 4410 Sociology > 441004 Social change @ 40%
SEO Codes:	89 INFORMATION AND COMMUNICATION SERVICES > 8999 Other Information and Communication Services > 899999 Information and Communication Services not elsewhere classified @ 100%
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