Keywords
public administration
social trust
sustainable development
public policy
civic participation
social responsibility
public communications
inclusion
How to Cite
Abstract
The relevance of the study is determined by contemporary transformational processes in society, globalization, digitalization, increased social activity of citizens, and the need to improve the effectiveness of communication between the state and the population. The purpose of the study is to define the essence of social marketing, its methods and technologies, as well as ways of integrating it into the public administration system to strengthen social trust and ensure sustainable development. The research methodology combines systematic and structural-functional analysis, content analysis of scientific sources and regulatory documents, comparative analysis of international and national experience, secondary analysis of sociological and statistical data for 2015–2024, as well as expert assessment. The results of the study show that the use of social marketing in public administration contributes to an increase in the level of public trust in state institutions (from 18.4% in 2015 to 55.1% in 2024), increases public participation in social and volunteer initiatives (from 12.1% to 37.2%), and creates an impression of government openness (from 14.7% to 45.8%). The comprehensive use of strategic communication platforms, digital technologies, educational campaigns, and mechanisms for engaging citizens stimulates active participation in social processes, shapes socially responsible behavior, and increases social cohesion. The study also showed that social marketing is effective for implementing sustainable development strategies, particularly in the areas of energy conservation, environmental awareness, and social inclusion, and contributes to the consolidation of society in crises, such as war or economic challenges. Thus, social marketing in public administration is not only a communication tool, but also a mechanism for transforming social values and behavioral patterns of citizens, strengthening partnerships between government and society, and achieving sustainable development goals.
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