Networks: a social marketing tool

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.