Social marketing and auditing for sustainable urban inclusion in Serbia

Diona Djurdjevic; Jelica  Eremić-Đođić; Dóra  Kolta; Emese  Prihoda

Diona Djurdjevic Faculty of Business Economics, Educons University, Sremska Kamenica
Jelica Eremić-Đođić Educons University, Faculty of Business Economics, Serbia, Sremska Kamenica
Dóra Kolta Hungarian University of Agriculture and Life Sciences, Institute of Rural Development and Sustainable Economy
Emese Prihoda Hungarian University of Agriculture and Life Sciences, Institute of Agricultural and Food Economics

Keywords: social marketing, audit, social inclusion, civil society, governance

Abstract

The problems of the Roma population play a very important role for the Government of Serbia. An anonymous questionnaire was used to conduct the empirical research, which was distributed online to all local self-government units and Roma non-governmental organizations in the Republic of Serbia.In order to check the dimensionality of the scales, exploratory factor (EFA) analysis was used. During factor extraction, the principal components analysis method was applied, with the Promax solution selected in rotation. According to the results of the CFA, the indicators of the five-factor structure of the social inclusion of the Roma national community were achieved at an acceptable level because they confirm the five-factor segment of the social inclusion of the Roma national community.The measurement model was evaluated based on reliability, convergent validity and discriminant validity. Based on the presented results, the existence of a five-factor structure of social inclusion of the Roma national community can be confirmed.The coefficients of the path for the quality of life of Roma varied between five segments of social inclusion, of which employment, as one of the segments of social inclusion, has the greatest statistical significance - the impact on the quality of life of Roma.