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Upstream Social Marketing for Implementing Mobile Government

Author

Listed:
  • Valentina Burksiene

    (Department of Public Administration and Political Sciences, Faculty of Social Sciences and Humanities, Klaipeda University, H. Manto 84, 92294 Klaipeda, Lithuania)

  • Jaroslav Dvorak

    (Department of Public Administration and Political Sciences, Faculty of Social Sciences and Humanities, Klaipeda University, H. Manto 84, 92294 Klaipeda, Lithuania)

  • Mantas Duda

    (Department of Public Administration and Political Sciences, Faculty of Social Sciences and Humanities, Klaipeda University, H. Manto 84, 92294 Klaipeda, Lithuania)

Abstract

This article analyses the main aspects of upstream social marketing for the implementation of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of research from the side of governmental bodies, in this paper we were looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper, we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on the 7P of marketing mix (consisting of seven P elements: Product, Price, Place or physical evidence, Promotion, Participants or people, Processes, Political power) for the successful MGov on municipal level.

Suggested Citation

  • Valentina Burksiene & Jaroslav Dvorak & Mantas Duda, 2019. "Upstream Social Marketing for Implementing Mobile Government," Societies, MDPI, vol. 9(3), pages 1-13, July.
    • Handle: RePEc:gam:jsoctx:v:9:y:2019:i:3:p:54-:d:252632
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    References listed on IDEAS

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    2. Ostrom, Elinor, 1996. "Crossing the great divide: Coproduction, synergy, and development," World Development, Elsevier, vol. 24(6), pages 1073-1087, June.
    3. Elaheh Khajeh & Reza Dabestani & Saeed Fathi, 2015. "The role of upstream and downstream social marketing in electricity consumption management," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 9(3), pages 311-328.
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    1. Jinghui (Jove) Hou & Laura Arpan & Yijie Wu & Richard Feiock & Eren Ozguven & Reza Arghandeh, 2020. "The Road toward Smart Cities: A Study of Citizens’ Acceptance of Mobile Applications for City Services," Energies, MDPI, vol. 13(10), pages 1-15, May.
    2. Sabahat Gürler & Behiye Cavusoglu & Fezile Ozdamli & Kawar Mohammed Mousa & Hüseyin Baykan, 2024. "Mobile Government Use and Crisis Management: The Moderating Role of Techno-Skepticism," Sustainability, MDPI, vol. 16(12), pages 1-25, June.

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