Upstream Social Marketing for Implementing Mobile Government

Abstract

The article analyses the main aspects of upstream social marketing for implementing of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of the researches from the side of governmental bodies, in this paper, we were contrary looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring the success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on these 7P of marketing mix for the successful MGov on municipal level.

Addressing the COVID-19 challenges by SMEs in the hotel industry – a Czech sustainability message for emerging economies

“…As estimated models confirmed the negative influence of the administrative barriers on the overall entrepreneurial activity (Dvouletý, 2017), the partially uncontrolled and inconsistent growth of the bureaucracy and bureaucratic measures related to the COVID-19 framework is even more regrettable. Czech Government has not met expectations regarding transparent, customer-friendly, consistent and systematic modern mobile and e-Government as stated and established abroad (Burkšienė et al , 2019). In addition, certain requirements set by the mentioned framework for legitimate claims of Czech SMEs are even bizarrely “Kafkaesque,” see, for example, the “taking care – home schooling” aid paid only if the applicants brought a paper from their children’s school testifying that the school is closed in April.…”