Networks: a social marketing tool

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.

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.

The network effect significantly impacts embrace of LA21 (social product) by municipalities.

The study refers to a single regional context. Future investigations are required in broader geographical contexts.

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.

The authors adopt an uncommon perspective. Social marketing is viewable as a relationship‐oriented government‐to‐government tool.