World Social Marketing Conference 2025

Discover how Instagram influencers can spark real‑world water‑saving habits. Drawing on the Elaboration Likelihood Model, Construal Level Theory, and responsibility attribution, this session presents a 2×2 experiment that tested locally versus internationally framed posts and individual versus collective calls to action. You’ll see hard behavioural evidence—measured hand‑washing reductions, not just self‑reports—and learn which persuasive levers truly shift attitudes and actions. Ideal for researchers, campaign designers, policy makers, and CSR professionals, the talk distils practical message designs, warns where intentions mislead, and offers ready‑to‑apply tactics for turning digital influence into sustainable impact.