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.
|Publication status||Published - 2017|
|Event||Academy of Marketing Conference 2017: Freedom Through Marketing: looking back, going forward - Hull, United Kingdom|
Duration: 3 Jul 2017 → 6 Jul 2017
|Conference||Academy of Marketing Conference 2017: Freedom Through Marketing|
|Period||3/07/17 → 6/07/17|
Hay, R., Eagle, L., & Low, D. (2017). Marketing social change: fixing bush internet in rural regional and remote Australia. Paper presented at Academy of Marketing Conference 2017: Freedom Through Marketing, Hull, United Kingdom.