Marketing social change: fixing bush internet in rural regional and remote Australia
Conference Contribution ResearchOnline@JCUAbstract
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.
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Academy of Marketing Conference 2017: Freedom Through Marketing: looking back, going forward
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978-1-5272-1271-8
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Pages Count
12
Location
Hull, UK
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Academy of Marketing
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Publisher Location
Hull, UK
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