Aim: The aim of this study is to contribute with knowledge on how municipalities can reach and involve minority groups.  

Methodology: A theoretical framework, based on the literature review, is proposed to accomplish the aim of the thesis. This study is conducted through a qualitative research method by using semi-structured interviews. Furthermore, the content analysis method is employed for the data collected.  

Findings & Conclusion: The foundation of this study relies on Granovetter´s paper “The Strength of Weak Ties” (1973). This research provides evidence of the role of strong and weak social ties in social networks, and shows that both weak and strong ties are used in terms of information flow within (and between) the national minority communities. The results of this study indicate the vital role of weak ties in both providing and receiving information; also, show an impact of this information on all members of the minority community in terms of decision making for the engagement, involvement, and participation. According to the empirical findings, national minorities welcome and choose information if it concerns their background, and if it is related to their interests and age groups. Respondents willingness to participate in the activities organized for them has the same reasons, and is relationships oriented. Also, the findings of this study reveal that trust to the source of information as well as the content of the information are the reasons for receiving the information for participation and involvement in the activities, directed towards the national minority community. 

Contribution of the Study: The study has both theoretical and practical contributions. With regards to the theoretical contribution, the study contributes to the literature by providing more knowledge on how to reach and engage national minority groups from the national minority’s individuals and groups own perspective. Furthermore, empirical results of this research support theoretical approach of this study´s - Grannoveter´s “The Strengths of Weak Ties” (1973), influenced by social network theory. With regards to the practical contribution, the study broadens the knowledge on how the organization which works towards national minorities as, for example, municipalities, can reach and involve minority groups; this study also offers better understanding on what makes individuals with the national minority background choose information and make a decision on their own engagement, involvement and participation.  

Reflections on the Study and Suggestions for Future Research:  The scope of the future study can be extended in future research. Due to the limited number of interviewees (10 respondents), the study only includes the perspective of respondents´ interactions within and from their network clusters, using the concepts of weak, strong and bridging ties, network clusters and trust. By increasing the number of respondents, conducting a quantitative method can be recommended for future research to determinate the link between concepts of behavior change and trust. 

Key Words: National Minority, Social Marketing, Social Network Theory, Weak ties theory, Weak Ties, Strong Ties, Bridging Ties, Bridging, Trust