PurposeIt has been underscored in the extant literature that open government data (OGD) has not percolated across the length and breadth of any country, let alone the awareness of the OGD among the stakeholders themselves. In this vein, this study aims to underline the reasons as to why OGD promotion merits consideration apart from underlining the manner in which OGD promotion may be done. Design/methodology/approachBased on literature review on the OGD conceptual models and government promotion initiatives, the study further sketches an OGD model across four quadrants: beginners, followers, fast-trackers, trend-setters on the basis of the progress made in their OGD initiatives besides underlining the four elements of OGD promotional strategy as media, arena, substance and stakeholders. Also, the study explores the drivers and barriers to OGD promotional initiatives. FindingsThe study shows that across the OGD quadrants, the promotional strategies vary in terms of the 4As (acceptability, affordability, accessibility and awareness), and the same get reflected across MASS. Further, the drivers for OGD promotional initiatives are building citizens' trust and forging stakeholder participation and collaboration in administration, thereby furthering transparency in administration, meeting the needs of the stakeholders, providing the desired impetus to value creation and innovation by the stakeholders and the need for furthering economic growth. Likewise, the barriers toward OGD promotion are linked with the lack of political will, lack of organizational leadership, mission and vision, lack of involvement of government departments, lack of budget and lack of requisite infrastructure for promotion. Originality/valueHitherto, OGD research has underscored the need to make the users aware of the potential of OGD initiative; however, no study has been undertaken to understand the manner in which the awareness may be driven among the users - the present study is a first step in this direction.
