A paper by UNU-EGOV Postdoctoral Fellow, Irfanullah Arfeen, was presented at the 9th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management (KMIS 2017), which took place in Funchal, Madeira Island, Portugal, from 1 to 3 November 2017.
The paper, entitled e-Marketing of eGovernment Initiatives: a case study of Pakistan, examines the role of electronic marketing (e-Marketing) to improve the citizen satisfaction regarding government initiatives. e-Marketing is a new emerging concept and recognized internationally as an enabler towards achieving good governance while improving the citizens’ satisfaction. This research presented the SWOT analysis and found that e-Marketing government initiatives is critical in the twenty first century and it can help the public sector take all stakeholders on board, which improves citizens satisfaction level regarding government initiatives. The paper concluded that the federal government of Pakistan should focus on e-Marketing in order to achieve its objectives effectively and improve public sector services to its citizens.