Using social marketing initiatives to address disconnection in the Lockyer Valley Region

Miller, Karen and Pedersen, Cec (2012) Using social marketing initiatives to address disconnection in the Lockyer Valley Region. In: 2012 International Social Marketing Conference, 27-29 June 2012, Brisbane, Australia .

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The Lockyer Valley (LV) lies west of Brisbane and east of Toowoomba, Queensland, Australia, and is an area recognised as exhibiting high-levels of disconnection between its residents. High-levels of community disconnection may impede sustainable growth, affect the ongoing flood recovery and impede initiatives by the local council and state government to improve connectivity. This makes the LV an interesting case to study ways of reducing residential disconnection and building community connectivity. Feelings of disconnect occur when residents have a separate self-schema and feel separate or distinct from other residents (Babin & Harris, 2011). Some residents do not identify with the LV as a place to call home, and more readily identify with neighbouring regions such as Ipswich, Somerset and Toowoomba, as these areas are where some LV residents work and/or send their children to school. Underpinning connectivity is community engagement (CE) theory, which is a synergistic activity whereby participants exchange information, experience relationships and the pleasures of human contact which, in turn, rewards participating people intrinsically through pride in oneself and extrinsically by way of social approval (Abdul-Ghani, Hyde & Marshall, 2011). CE theories suggest that identifying with a single community, feeling connectedness and having a sense of belongingness leads to positive outcomes for the locality (LV) and its residents (Rose, 2000; Mathwick, Wiertz & Ruyter, 2008). CE theorists (e.g. Foster-Fisherman, Cantillon, Pierce & Van Egeren, 2007; Taylor, 2007) also suggest that residents should be drivers of the change process. The Catch-22 situation for the LV is how the residents can drive a change if they are not connecting with each other or perceiving their own self-schema as a LV resident.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Copyright rests with the authors. For Australian delegates, all papers presented in the Academic papers section have passed the competitive review process and were presented at ISM 2012. Proceedings are Category E, Conference Publications: E1, Full Written Paper, Refereed.
Faculty / Department / School: Historic - Faculty of Business and Law - School of Management and Marketing
Date Deposited: 28 Jan 2013 02:20
Last Modified: 18 Jan 2018 01:43
Uncontrolled Keywords: community engagement; Lockyer Valley; social marketing; brand community; brand engagement; attitude change theories
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150303 Corporate Governance and Stakeholder Engagement
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: C Society > 94 Law, Politics and Community Services > 9401 Community Service (excl. Work) > 940106 Citizenship and National Identity
C Society > 94 Law, Politics and Community Services > 9401 Community Service (excl. Work) > 940199 Community Service (excl. Work) not elsewhere classified
E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services

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