Abstract
This article assesses the role and likely impact of marketing on the adoption of e-government initiatives. Although the role of tactical marketing in increasing awareness and enhancing adoption has been recognised, strategies required for realising the benefits of marketing e-government services have not been forthcoming. Given that citizens' usage behaviour of e-government services remains sub-optimal and the potential contribution of marketing, we propose a set of marketing-based strategic approaches and argue that they can play an essential role in enhancing adoption of e-government initiatives and propelling citizen's engagement with e-governance. Based on citizens' differential levels of usage behaviour of e-government services and benefits sought from engaging in e-governance, this article classifies citizens into six distinct segments and suggests generic strategic approaches..
Original language | English |
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Pages (from-to) | 1-7 |
Number of pages | 7 |
Journal | International Journal of Electronic Government Research |
Volume | 10 |
Issue number | 2 |
DOIs | |
State | Published - 1 Apr 2014 |
Externally published | Yes |
Bibliographical note
Publisher Copyright:Copyright © 2014, IGI Global.
Keywords
- Adoption
- Citizen
- Diffusion
- E-Governance
- E-Government
- Engagement
- Marketing
ASJC Scopus subject areas
- Software
- General Social Sciences
- Hardware and Architecture
- Computer Networks and Communications