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Upstream Social Marketing for Implementing Mobile Government

Department of Public Administration and Political Sciences, Faculty of Social Sciences and Humanities, Klaipeda University, H. Manto 84, 92294 Klaipeda, Lithuania
Author to whom correspondence should be addressed.
Societies 2019, 9(3), 54;
Received: 10 July 2019 / Revised: 22 July 2019 / Accepted: 23 July 2019 / Published: 29 July 2019
PDF [1067 KB, uploaded 29 July 2019]


This article analyses the main aspects of upstream social marketing for the implementation of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of research from the side of governmental bodies, in this paper we were looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper, we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on the 7P of marketing mix (consisting of seven P elements: Product, Price, Place or physical evidence, Promotion, Participants or people, Processes, Political power) for the successful MGov on municipal level. View Full-Text
Keywords: upstream social marketing; mobile government; marketing mix; public services; public administration; behavior upstream social marketing; mobile government; marketing mix; public services; public administration; behavior

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Burksiene, V.; Dvorak, J.; Duda, M. Upstream Social Marketing for Implementing Mobile Government. Societies 2019, 9, 54.

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