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)peer-review

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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