{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,8,2]],"date-time":"2025-08-02T17:08:23Z","timestamp":1754154503658,"version":"3.41.2"},"reference-count":18,"publisher":"Emerald","issue":"5","license":[{"start":{"date-parts":[[2006,9,1]],"date-time":"2006-09-01T00:00:00Z","timestamp":1157068800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2006,9,1]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>At the English local authority level, there has been significant investment in e\u2010government infrastructure (e\u2010channels) in the last five years, but take\u2010up of these e\u2010channels is low. This paper aims to look at e\u2010citizen, a \u00a33 million project funded by the Department for Communities and Local Government (DCLG) and led by Norwich City Council, which has developed a methodology to enable local authorities to encourage their citizens to use e\u2010channels.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>The paper undertakes a comprehensive research programme to inform the national approach towards the take\u2010up and marketing of local authority e\u2010channels.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>The study finds that there are a large number of English adults who are ready, willing and able to use e\u2010channels, the so\u2010called potential early adopters of e\u2010government. Take\u2010up is low, however, because awareness of e\u2010channels is low. One solution to increase take\u2010up is to run targeted marketing communications campaigns. The gross potential take\u2010up market in England is 17.5 million adults aged 15+.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>The research conducted by e\u2010citizen is the largest and most comprehensive study of the take\u2010up of local government e\u2010channels in the world. This work has established that there is a large potential market for e\u2010government in England and that running marketing campaigns is one way of realising this potential. These findings can be applied throughout the UK and also internationally, although the project did not test whether different nationalities might have different reactions to marketing campaigns. e\u2010citizen did not consider other variables which impact on take\u2010up, such as accessibility of e\u2010channels and their effectiveness.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>The methodology and findings from e\u2010citizen have already been taken\u2010up by a number of English local authorities. The UK Government, through the DCLG, has picked\u2010up the e\u2010citizen findings and applied them in a \u00a34.6 million national marketing campaign.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>Work of this nature and scale has not been conducted before. It has been financed by central government but delivered by a consortium of English local authorities, government representatives and private sector suppliers.<\/jats:p><\/jats:sec>","DOI":"10.1108\/00012530610692384","type":"journal-article","created":{"date-parts":[[2006,9,26]],"date-time":"2006-09-26T07:54:39Z","timestamp":1159257279000},"page":"436-446","source":"Crossref","is-referenced-by-count":8,"title":["E\u2010citizen"],"prefix":"10.1108","volume":"58","author":[{"given":"Norman","family":"Mellor","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2021010620132774300_b1","unstructured":"e\u2010citizen (2005a), \u201cExecutive summary (initial market research)\u201d, available at: www.e\u2010citizen.gov.uk\/meta\u2010files\/downloads.aspx."},{"key":"key2021010620132774300_b2","unstructured":"e\u2010citizen (2005b), \u201cCase study 2. Final report.doc\u201d, available at: www.e\u2010citizen.gov.uk."},{"key":"key2021010620132774300_b3","unstructured":"e\u2010citizen (2005c), \u201cCase study 4. Final report.doc\u201d, available at: www.e\u2010citizen.gov.uk."},{"key":"key2021010620132774300_b4","unstructured":"e\u2010citizen (2005d), \u201cExecutive summary (proof of concept report)\u201d, available at: www.e\u2010citizen.gov.k\/meta\u2010files\/downloads.aspx."},{"key":"key2021010620132774300_b5","unstructured":"e\u2010citizen (2006), available at: www.e\u2010citizen.gov.uk\/results_indepth.aspx (assessed 15 February 2006)."},{"key":"key2021010620132774300_b6","unstructured":"e\u2010forum (2003), \u201cTake\u2010up of e\u2010government in Europe\u201d, available at: www.e.forum.org\/."},{"key":"key2021010620132774300_b7","unstructured":"Local Government Association (2006), \u201cReputation of local government\u201d, available at: www.lga.gov.uk. (accessed 15 February 2006)."},{"key":"key2021010620132774300_b8","unstructured":"MORI (2006a), available at: www.mori.com (accessed 15 February 2006)."},{"key":"key2021010620132774300_b9","unstructured":"MORI (2006b), available at: www.mori.com?pubinfo\/understandingf.society\/index.shtml (accessed 15 February 2006)."},{"key":"key2021010620132774300_b10","unstructured":"National Office of the Information Economy (NOIE) (2003), \u201cAustralian government\u201d, available at: www.noie.gov.au\/."},{"key":"key2021010620132774300_b11","unstructured":"Office of the Deputy Prime Minister (ODPM) (2002), \u201cThe national strategy for local e\u2010government\u201d, available at: www.localegov.gov.uk."},{"key":"key2021010620132774300_b12","unstructured":"Office of the Deputy Prime Minister (ODPM) (2005), \u201cTwo years on: realising the benefits from our investment in e\u2010government\u201d, available at: www.localegov.uk."},{"key":"key2021010620132774300_b13","unstructured":"Office of the Deputy Prime Minister (ODPM) (2006a), \u201cBackground information on national projects\u201d, available at: www.localegovnp.org. (accessed 15 February 2006)."},{"key":"key2021010620132774300_b14","unstructured":"Office of the Deputy Prime Minister (ODPM) (2006b), available at: www.localegov.gov.uk (accessed 15 February 2006)."},{"key":"key2021010620132774300_b15","unstructured":"Opera Community Research (2006), available at: www.operagrp.com (accessed 15 February 2006)."},{"key":"key2021010620132774300_b16","unstructured":"Opinion Research Business (2006), available at: www.opinion.co.uk (accessed 15 February 2006)."},{"key":"key2021010620132774300_b17","unstructured":"Photolink (2006), available at: www.photolink.co.uk (accessed 15 February 2006)."},{"key":"key2021010620132774300_b18","unstructured":"(The) Society of Information Technology Managers (SOCITM) (2005), \u201cBetter connected\u201d, Insight, available at: www.socitm.gov.uk\/public\/insight\/publications."}],"container-title":["Aslib Proceedings"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/www.emeraldinsight.com\/doi\/full-xml\/10.1108\/00012530610692384","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/00012530610692384\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/00012530610692384\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T11:36:45Z","timestamp":1753357005000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/ajim\/article\/58\/5\/436-446\/118031"}},"subtitle":["Developing research\u2010based marketing communications to increase awareness and take\u2010up of local authority e\u2010channels"],"editor":[{"given":"Barrie","family":"Gunter","sequence":"first","affiliation":[],"role":[{"role":"editor","vocabulary":"crossref"}]}],"short-title":[],"issued":{"date-parts":[[2006,9,1]]},"references-count":18,"journal-issue":{"issue":"5","published-print":{"date-parts":[[2006,9,1]]}},"alternative-id":["10.1108\/00012530610692384"],"URL":"https:\/\/doi.org\/10.1108\/00012530610692384","relation":{},"ISSN":["0001-253X"],"issn-type":[{"type":"print","value":"0001-253X"}],"subject":[],"published":{"date-parts":[[2006,9,1]]}}}