Marketing social change: fixing bush internet in rural regional and remote Australia

Hay, Rachel, Eagle, Lynne, and Low, David (2017) Marketing social change: fixing bush internet in rural regional and remote Australia. In: Proceedings of the Academy of Marketing Conference 2017. From: Academy of Marketing Conference 2017: Freedom Through Marketing: looking back, going forward, 3-6 July 2017, Hull, UK.

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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 paper provides a case study of 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) shows evidence of a connection between advocacy and the principles of marketing. The results of which lead to a change in policy giving rural, regional and remote school children a dedicated education portal to complete their studies and which highlighted deficits in access to internet connectivity.

Item ID: 50858
Item Type: Conference Item (Presentation)
ISBN: 978-1-5272-1271-8
Keywords: rural women, social marketing, policy, advocacy, agriculture, technology
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Date Deposited: 22 Feb 2018 00:11
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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