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World Social Marketing Conference 2025

SOCIAL MARKETING AND THE PURSUIT OF A LEGITIMACY STRATEGY

Thursday, November 6, 2025 at 1:30 PM–1:50 PM CET add to calendar
Seminario 4 - Faculty of Economics
Programme Listing

Submission offers a critical exploration of how public-sector organisations in controversial industries can use social marketing to build trust, influence behaviour, and align with public values.

Drawing on the case of the British Columbia Lottery Corporation (BCLC), this session unpacks how ESG reporting and legitimacy strategies work together to reframe gambling as a socially responsible activity.

Attendees will gain fresh insights into:

* How organisations manage reputational risk through targeted, values-driven messaging.

* The application of social marketing beyond consumer behaviour, to impact stakeholder perception, influence policy, and institutional legitimacy

* The integration of sustainability, wellbeing, and social justice in corporate communication.

Presenters

Albert Caruana, University of Malta

Authors

Albert Caruana, University of Malta
Joseph M. Vella
Jirka Konietzny, University of Malta
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