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Given that citizens' usage behaviour of e-government services remains sub-optimal and the potential contribution of marketing, we propose a set of marketing-based strategic approaches and argue that they can play an essential role in enhancing adoption of e-government initiatives and propelling citizen's engagement with e-governance. Based on citizens' differential levels of usage behaviour of e-government services and benefits sought from engaging in e-governance, this article classifies citizens into six distinct segments and suggests generic strategic approaches.<\/p>","DOI":"10.4018\/ijegr.2014040101","type":"journal-article","created":{"date-parts":[[2014,9,29]],"date-time":"2014-09-29T14:32:01Z","timestamp":1412001121000},"page":"1-7","source":"Crossref","is-referenced-by-count":22,"title":["Can Marketing Strategies Enhance the Adoption of Electronic Government Initiatives?"],"prefix":"10.4018","volume":"10","author":[{"given":"Antonis C.","family":"Simintiras","sequence":"first","affiliation":[{"name":"School of Management, Swansea University, Swansea, Wales, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yogesh K.","family":"Dwivedi","sequence":"additional","affiliation":[{"name":"School of Management, Swansea University, Swansea, Wales, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Nripendra P.","family":"Rana","sequence":"additional","affiliation":[{"name":"School of Management, Swansea University, Swansea, Wales, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"2432","reference":[{"key":"ijegr.2014040101-0","unstructured":"Al-Adawi, Z., Yousafzai, S., & Pallister, J. 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