Social marketing for the environment: An integrated social marketing communications (ISMC) framework.
miércoles, el 6 de noviembre de 2024 a las 11:40–12:00 CET add to calendar
Glass Hall 1
Proposed Conference Track
2. Planetary health: Environment and sustainability
Session Theme
Environment & sustainability
Programme Listing
Integrated marketing communications (IMC) is important in achieving pro-social behaviour goals, but what does it mean to do IMC in pro-environmental behaviour change campaigns?
This research addresses the idea of consistency in communicating the brand promise in the context of social marketing campaigns addressing the issue of single-use plastics. Findings from interviews with social marketing practitioners and the analysis of three IMC campaigns will be discussed.
Primary Contact
ZAINEB BOUHARDA, The Open University
Job Title
PhD Candidate
Presenters
ZAINEB BOUHARDA, The Open University
Job Title
PhD Candidate