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Networks: a social marketing tool

Jose M. Barrutia, Carmen Echebarria

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 8 February 2013

6655

Abstract

Purpose

This research aims to extend the social marketing literature by considering the network effect as a social marketing tool. The network effect is seen as complementary to traditional social marketing tools.

Design/methodology/approach

The authors study the implementation of a good practice, Local Agenda 21 (LA21), in the Basque Country. The empirical test involves 134 surveys conducted with municipal organizers of LA21. A SEM model is developed and tested.

Findings

The network effect significantly impacts embrace of LA21 (social product) by municipalities.

Research limitations/implications

The study refers to a single regional context. Future investigations are required in broader geographical contexts.

Practical implications

This research aims to indicate possible alternative marketing‐related paths towards a more across‐the‐board diffusion of locally based sustainable development (SD) strategies. This approach could be used to achieve strong adoption of other good practices.

Originality/value

The authors adopt an uncommon perspective. Social marketing is viewable as a relationship‐oriented government‐to‐government tool.

Keywords

Citation

Barrutia, J.M. and Echebarria, C. (2013), "Networks: a social marketing tool", European Journal of Marketing, Vol. 47 No. 1/2, pp. 324-343. https://doi.org/10.1108/03090561311285574

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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