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

Paper

Miller, Karen and Pedersen, Cec. 2012. "Using social marketing initiatives to address disconnection in the Lockyer Valley Region." 2012 International Social Marketing Conference. Brisbane, Australia 27 - 29 Jun 2012 Nathan, Brisbane, Australia.
Paper/Presentation Title

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

Presentation TypePaper
AuthorsMiller, Karen (Author) and Pedersen, Cec (Author)
Journal or Proceedings TitleProceedings of the 2012 International Social Marketing Conference
ERA Conference ID50909
Number of Pages5
Year2012
Place of PublicationNathan, Brisbane, Australia
ISBN9781921760686
Web Address (URL) of Paperhttp://aasm.org.au/ism2012/wp-content/uploads/2012/09/ISM2012-Proceedings.pdf
Conference/Event2012 International Social Marketing Conference
International Social Marketing Conference
Event Details
2012 International Social Marketing Conference
Event Date
27 to end of 29 Jun 2012
Event Location
Brisbane, Australia
Event Details
International Social Marketing Conference
ISM Conference
Abstract

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.

Keywordscommunity engagement; Lockyer Valley; social marketing; brand community; brand engagement; attitude change theories
ANZSRC Field of Research 2020350604. Marketing communications
350799. Strategy, management and organisational behaviour not elsewhere classified
350605. Marketing management (incl. strategy and customer relations)
Public Notes

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.

Byline AffiliationsSchool of Management and Marketing
Institution of OriginUniversity of Southern Queensland
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