European Social Marketing Conference 2026

1. Health and wellbeing

20 Minute Oral Presentation

This session presents an experimental study examining how podcast structure and communication source interact to reduce stigmatization towards schizophrenia among young people. The findings reveal a counterintuitive result: structured messages are most effective when delivered by influencers rather than experts, through improved knowledge acquisition, not credibility. The presentation will discuss the implications of these results for the design of social marketing campaigns.