Marketing social change: fixing bush internet in rural regional and remote Australia

Rachel Hay, Lynne Eagle, David Low

Research output: Contribution to conferenceConference paper presented at Conference (not in Proceedings)

Abstract

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.
Original languageEnglish
Publication statusPublished - 2017
Externally publishedYes
EventAcademy of Marketing Conference 2017: Freedom Through Marketing: looking back, going forward - Hull, United Kingdom
Duration: 3 Jul 20176 Jul 2017
https://www.academyofmarketing.org/conference/conference-2017/

Conference

ConferenceAcademy of Marketing Conference 2017: Freedom Through Marketing
CountryUnited Kingdom
CityHull
Period3/07/176/07/17
Internet address

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  • Cite this

    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.