Managing social and intellectual capital: factors affecting the adoption and provision of online marketing of government services

Abstract

[Abstract]: A significant issue facing government at all levels is the provision of governmental services, information and property (e.g. government’s social and intellectual capital) through “online” marketing transactions. Using a diffusion theory approach (Rogers, 1983) this paper discusses the findings of a study investigating strategic factors that affect the adoption of an online e-commerce marketing approach, with emphasis on elements related both to the innovation itself (e.g. Rogers, 1983), as well as environmental characteristics. In-depth interviews of a sample of 42 high level governmental officials, chosen across various agency types, and Australian states were conducted. Governmental decision-making about on-line service provision tended to be generally following a “production” or “product” orientation rather than a customer oriented marketing one. Findings showed support for the hypothesised relationship between political pressure and adoption, and the importance of being shown to “be doing something” immediately or in the very near future. Implications for marketing management and suggestions for further research in the area are given.