Title: How effective is digital marketing for government organisations in times of crisis: the case of Kuwait's fire force during COVID-19

Authors: Yousef Mohammed

Addresses: Main Head Quarters of Kuwait Fire Force, Department of Management and Financial Affairs, West Mishref, 25401, Kuwait

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.

Keywords: Kuwait; marketing; digital; government; crisis; pandemic.

DOI: 10.1504/IJEM.2023.129407

International Journal of Emergency Management, 2023 Vol.18 No.1, pp.1 - 22

Received: 18 Jan 2021
Received in revised form: 31 Mar 2022
Accepted: 11 Apr 2022
Published online: 08 Mar 2023 *

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