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- W2002022785 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." @default.
- W2002022785 created "2016-06-24" @default.
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- W2002022785 date "2013-02-08" @default.
- W2002022785 modified "2023-09-25" @default.
- W2002022785 title "Networks: a social marketing tool" @default.
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- W2002022785 doi "https://doi.org/10.1108/03090561311285574" @default.
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