Corporate Social Marketing within Apps: Assessing Integration of Benchmark Criteria

This session explores how social marketing managers in corporations apply social marketing benchmark criteria to promote behavior change within mobile apps. The authors analyze benchmark criteria integration in 66 health apps and 3 bank apps, and interview two practitioners to reveal real-world practices. Attendees will gain a practical framework - six fundamental criteria plus value-driven motives - to assess and design Corporate Social Marketing (CSM) interventions. Join us to learn how to ensure authenticity and rigor in for-profit-led behavior change initiatives.

Presenters

Natália Lemos, School of Economics, Management and Political Science, University of Minho; iBMS – Centre for Research in Business, Markets & Society, University of Minho; Campus de Gualtar 4710-057 Braga, Portugal

Authors

Natália Lemos, School of Economics, Management and Political Science, University of Minho; iBMS – Centre for Research in Business, Markets & Society, University of Minho; Campus de Gualtar 4710-057 Braga, Portugal

Marta Gonçalves, School of Economics, Management and Political Science, University of Minho; Campus de Gualtar 4710-057 Braga, Portugal

Beatriz Casais, School of Economics, Management and Political Science, University of Minho; iBMS – Centre for Research in Business, Markets & Society, University of Minho; CICS.NOVA.UMinho, University of Minho; Campus de Gualtar 4710-057 Braga, Portugal

World Social Marketing Conference 2025