How effective is digital marketing for government organisations in times of crisis: the case of Kuwait's fire force during COVID-19 Online publication date: Wed, 08-Mar-2023
by Yousef Mohammed
International Journal of Emergency Management (IJEM), Vol. 18, No. 1, 2023
Abstract: Digital marketing is increasingly used by government organisations during crises to improve information dissemination as well as foster citizen and general public participation. This paper explores the adoption of digital marketing by Kuwait Fire Force. Qualitative data was used to understand the strategic approach and effectiveness. Secondary data was collected from social media platforms to determine participation of citizens, the impact of the strategies, the sentiments of the information and the reach of information through the platforms. This paper argues that commercial digital marketing strategies can be applied in crisis management through social media channels. the results show that to a certain extent, the digital marketing strategies are effective. However, care should be taken to ensure that all platforms are well-integrated, have similar messages and the tone of these messages need to be clearly defined in the digital marketing strategy. Recommendations have been provided to improve the impact of these strategies.
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