IDEAS home Printed from https://ideas.repec.org/a/ids/ijbire/v9y2015i3p311-328.html
   My bibliography  Save this article

The role of upstream and downstream social marketing in electricity consumption management

Author

Listed:
  • Elaheh Khajeh
  • Reza Dabestani
  • Saeed Fathi

Abstract

The current research is an attempt to answer two questions: first, it considers the potential of social marketing in amending the behaviour of consumer and reforming of electricity consumption pattern through three factors of training and informing, encouraging and persuading and cost adjusting. While social marketing aims to affect its target group, it can also influence its executors, provided that a strategic and targeted programme is followed. Therefore, the second part of research reviews the impact of social marketing on organisational transformation of Isfahan regional electricity company as the executor of social marketing programmes, and thus, its effect on the goals, culture and business processes of company. The findings reveal that social marketing has a significant impact on reforming electricity consumption pattern of domestic consumers in Isfahan. The significant impact of social marketing on organisational transformation of an electricity company is also approved.

Suggested Citation

  • 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.
    • Handle: RePEc:ids:ijbire:v:9:y:2015:i:3:p:311-328
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=69138
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Valentina Burksiene & Jaroslav Dvorak & Mantas Duda, 2019. "Upstream Social Marketing for Implementing Mobile Government," Societies, MDPI, vol. 9(3), pages 1-13, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbire:v:9:y:2015:i:3:p:311-328. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=203 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.