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Abstract(s)
Never in the history of mankind have we seen such high levels of migratory flows resulting from forced displacement. In this work, we intend to highlight the role of the municipalities that form the Quadrilátero Urbano: Barcelos, Braga, Guimarães and Vila Nova de Famalicão, in the integration of Ukrainian refugee citizens. Therefore, our purpose is to assess how municipalities use social marketing tools and strategies in the process of integrating refugees from Ukraine. Conceived as a multiple case study, this investigation uses a literature review on social marketing, the application of semi-structured interviews with municipal stakeholders and the analysis of existing content on municipalities’ web pages and social networks, in order to identify social marketing tools and strategies used by these municipal entities. The results obtained suggest that municipalities make use of marketing tools but have difficulties in making strategic and systematic use of them. It was also evident that the municipalities, learning from the recent experience with Ukrainian refugees, will pave the way for structuring more robust refugee integration plans. Social marketing can be used to influence behaviours that help mitigate a complex social problem, such as forced displacement. This study aims to contribute to the affirmation of social marketing as a relevant discipline in solving social problems, particularly regarding the integration of refugees. On the other hand, it intends to highlight the mediating role that municipalities must play in the integration of refugee citizens, so that refugees can get closer to existing public services and host communities. In the future, it would be important to analyse the perceptions of Ukrainian refugees through the creation of a focus group. Furthermore, a quantitative approach would be important to allow for more robust data collection and, therefore, improve the quality of the results obtained. It would also be pertinent to extend the research to refugees from other countries, as well as other Portuguese municipalities, enabling a broader understanding of the national reality.
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Publisher
De Gruyter Brill
CC License
Without CC licence