European Social Marketing Conference 2026

1. Health and wellbeing

20 Minute Oral Presentation

This session presents qualitative evidence from adults in Türkiye who experienced COVID-19 vaccine hesitancy and translates key determinants into an actionable social marketing program. Attendees will learn how perceived benefits and “prices” (safety concerns, mistrust, information overload, politicisation) interact with competition (misinformation, delay) and how these insights inform the 4Ps for future pandemic vaccination campaigns.