Inclusive Electronic Marketing Strategies for Refugees: Building Sustainable Consumer Relationships in Host Countries
摘要
The swiftly growing population of refugees has sparked considerable discussion regarding suitable methods for accommodating and integrating these displaced individuals into their host communities. This paper examines the potential contributions of refugees as consumers and investigates inclusive marketing strategies that could foster sustainable consumer relationships within these societies. The research is motivated by the diverse and often marginalized characteristics of refugee populations, leading to an exploration of the barriers they encounter in accessing local markets, including social exclusion, prejudice, and economic conflict. Utilizing a qualitative methodology, the paper first adopts a descriptive approach to the existing literature on refugee consumer behaviors and experiences in select Western nations, subsequently transitioning to an analytical method to discuss and draw conclusions from the identified barriers. The study underscores the necessity for marketing strategy development to primarily address the needs and challenges faced by refugees while remaining attuned to the reactions of mainstream consumers. Practical recommendations are proposed for marketers to consider when planning and executing meaningful and inclusive engagements with refugee populations. Consequently, this study occupies multiple academic domains by presenting a triangular framework that integrates marketing with social integration and economic development as integral components of the relationship-building process between refugees and host societies.