Skip to main content
logo

World Social Marketing Conference 2025

Influencers Drive Water Conservation: Experiment Linking Responsibility and Cultural Distance

Friday, November 7, 2025 at 2:15 PM–2:35 PM CET add to calendar
Seminario 2 - Faculty of Economics
Programme Listing

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.

Presenters

Carolina Sanchez, National Univesity of Cordoba
Franco Sancho Esper, PhD, University of Alicante

Authors

Carolina Sanchez, National Univesity of Cordoba
Carla Rodríguez Sánchez, University of Alicante
Franco Sancho Esper, PhD, University of Alicante
Carlos Orus Sanclemente
Loading…