European Social Marketing Conference 2026
July 8–10, 2026
MBS School of Business, Montpellier
How do social marketers convert social awareness into social change? Case Studies of the Application of the Omnichannel Social Marketing Model (OSMM)
Room B6 (Entrance Level)
Proposed Conference Track
5. Innovation in theory, methods and measuring impact
Submission Format
20 Minute Oral Presentation
Programme Listing
This session offers a critical analysis of high-impact social marketing campaigns from Portugal and Canada, exploring how the Omnichannel Social Marketing Model (OSMM) drives behavior change. Attendees will learn to bridge the gap between mass-media awareness and sustained action by discussing why some campaigns fail to reach the maintenance stage and how a holistic, data-driven framework can transform social marketing.
Primary Contact
Beatriz Casais, University of Minho
Presenters
Beatriz Casais, University of Minho
Authors
Magdalena Cismaru, University of Regina
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