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Can Marketing Strategies Enhance the Adoption of Electronic Government Initiatives?

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

Source Title: International Journal of Electronic Government Research (IJEGR)10(2)

ISSN: 1548-3886|EISSN: 1548-3894|EISBN13: 9781466653962|DOI: 10.4018/ijegr.2014040101

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MLA

Simintiras, Antonis C., et al. "Can Marketing Strategies Enhance the Adoption of Electronic Government Initiatives?." IJEGR vol.10, no.2 2014: pp.1-7. http://doi.org/10.4018/ijegr.2014040101

APA

Simintiras, A. C., Dwivedi, Y. K., & Rana, N. P. (2014). Can Marketing Strategies Enhance the Adoption of Electronic Government Initiatives?. International Journal of Electronic Government Research (IJEGR), 10(2), 1-7. http://doi.org/10.4018/ijegr.2014040101

Chicago

Simintiras, Antonis C., Yogesh K. Dwivedi, and Nripendra P. Rana. "Can Marketing Strategies Enhance the Adoption of Electronic Government Initiatives?," International Journal of Electronic Government Research (IJEGR) 10, no.2: 1-7. http://doi.org/10.4018/ijegr.2014040101

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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.

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Can Marketing Strategies Enhance the Adoption of Electronic Government Initiatives?

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