Can marketing strategies enhance the adoption of electronic government initiatives?

Antonis C. Simintiras*, Yogesh K. Dwivedi, Nripendra P. Rana

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

28 Scopus citations

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 languageEnglish
Pages (from-to)1-7
Number of pages7
JournalInternational Journal of Electronic Government Research
Volume10
Issue number2
DOIs
StatePublished - 1 Apr 2014
Externally publishedYes

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

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