Marketing Social Change: fixing bush internet in rural, regional, and remote Australia
Book Chapter ResearchOnline@JCUAbstract
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.
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Publication Name
Broadening Cultural Horizons in Social Marketing: comparing case studies from Asia-Pacific
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ISBN/ISSN
978-981-15-8517-3
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Pages Count
13
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Publisher
Springer
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Publisher Location
Singapore
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EISSN
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DOI
10.1007/978-981-15-8517-3_13