25th INTERNATIONAL CONGRESS ON PUBLIC AND NONPROFIT MARKETING
Online/Virtual Presentation, 1-3 July 2026
The Legacy of Heritage: Public & nonprofit Marketing in a chaging ai world, trust and social impact.
On behalf of the International Association on Public and Nonprofit Marketing (IAPNM), we are pleased to announce that the University of León (ULE) and the Spanish National University of Distance Education (UNED) will be hosting the 25th IAPNM Congress in July 2026
This is an annual hybrid event (in-person or online) organised by major universities aiming a friendly atmosphere and working environment for the presentation and discussion of the latest scientific and practical advances in the fields of public and nonprofit marketing, as well as more general issues as CSR, sustainability or responsible socioeconomic development from a broad and interdisciplinary perspective (contributions not only from marketing and management, but also from other related disciplines are welcome and encouraged). It also provides a chance for productive meeting and nurturing collaborative projects and cooperation networking.
In case of in-person participation, an exciting social programme in León and Ponferrada (Spain) is added to the agenda. Live online presentations will be conducted through the UNED platform, maintaining possibilities for interaction between participants.
Topics to be discussed during the event include, but are not restricted to:
• Artificial Intelligence (AI)) and Digital Innovation (DI) in public and nonprofit marketing
•Citizen engagement, User Experience (UX) and value co-creation in public and nonprofit marketing
• Trust, transparency, and institutional reputation managemen
• Social marketing and behavioural change for sustainable development
• Ethics, privacy, and data governance in digital campaigns
• Branding and identity in public sector and place marketing
• Crisis communication, risk management, and organizational resilience
• Diversity, Equity, and Inclusion (DEI) in social communication strategies
•Corporate Social Responsibility (CSR), Cross-sector partnerships and Cause-Related Marketing (CRM)
• Impact measurement and accountability in public and nonprofit marketing
• Fundraising innovation and donor relationship management
• Strategic communication for global challenges (health, climate, migration…)
• Internal marketing and employee engagement in public and nonprofit mission-driven organizations
• Culture as a catalyst: cultural marketing, heritage, and creative public and social value
• The evolution of public and nonprofit marketing as an academic discipline
• Innovation and teaching experiences in the above fields
• Other related issues
ORGANIZERS
Entities that organize this event
RELEVANT INFORMATION
Some information of interest to participate in the event.
Registration fees:
In-person early bird (up to 31 May 2026): 360 € *
In person regular (1 June – 15 June 2026): 390 € *
In person late (16 June – 30 June 2026): 490 € *
* Includes in-person sessions attendance, meals & coffee breaks, gala dinner, travel from León to Ponferrada for one of the days of the congress, and social activities in León and Ponferrada, as well as 1-year IAPNM membership (with associated discounts to other IAPNM conferences and events) and publication opportunities.
Accompanying person early bird (up to 31 May 2026): 290 € **
Accompanying person regular (1 June – 15 June 2026): 320 € **
Accompanying person late (16 June – 30 June 2026): 420 € **
** Includes meals & coffee breaks, gala dinner, travel from León to Ponferrada for one of the days of the congress, and social activities in León and Ponferrada.
Online early bird (up to 31 May 2026): 70 € ***
Online regular (1 June – 15 June 2026): 90 € ***
Online late (16 June – 30 June 2026): 120 € ***
*** Includes online sessions attendance, as well as 1-year IAPNM membership (with associated discounts to other IAPNM conferences and events) and publication opportunities
Working languages:
English is the main official language for the congress and most publishing opportunities in leading journals would be offered in this language.
There will be also special sessions for Spanish/Portuguese written papers, and publishing opportunities will be offered accordingly. A book of proceedings will be also published.
Registration fees:
In-person early bird (up to 31 May 2026): 360 € *
In person regular (1 June – 15 June 2026): 390 € *
In person late (16 June – 30 June 2026): 490 € *
* Includes in-person sessions attendance, meals & coffee breaks, gala dinner, travel from León to Ponferrada for one of the days of the congress, and social activities in León and Ponferrada, as well as 1-year IAPNM membership (with associated discounts to other IAPNM conferences and events) and publication opportunities.
Accompanying person early bird (up to 31 May 2026): 290 € **
Accompanying person regular (1 June – 15 June 2026): 320 € **
Accompanying person late (16 June – 30 June 2026): 420 € **
** Includes meals & coffee breaks, gala dinner, travel from León to Ponferrada for one of the days of the congress, and social activities in León and Ponferrada.
Online early bird (up to 31 May 2026): 70 € ***
Online regular (1 June – 15 June 2026): 90 € ***
Online late (16 June – 30 June 2026): 120 € ***
*** Includes online sessions attendance, as well as 1-year IAPNM membership (with associated discounts to other IAPNM conferences and events) and publication opportunities
Guidelines for abstract submission
Abstracts up to 500 words or 2 pages length (referred to both full scientific contributions or work-in-progress papers) should be written according to the template in English/Spanish/Portuguese and submitted online before May 15, 2026. The files must be named as IAPNM2026_Abstract_Name_Surname.docx. If submitting more abstracts from the same person (up to three), name the different files as IAPNM2026_Abstract_Name_Surname1.docx, IAPNM2026_Abstract_Name_Surname2.docx, and (if it is the case) IAPNM2026_Abstract_Name_Surname3.docx.
Corresponding authors will be notified of the abstract acceptance (or any status update) via email within five working days, and no later than 22 June 2026.
Guidelines for paper submission
After receiving the notification of abstract acceptance, participants can submit a full paper on a voluntary basis (max. 15 pages length) to the conference system. The paper should be written in English/Spanish/Portuguese, considering the general formal requirements described in the paper template file. The paper template will be sent in accordance to the agreements and specifications of publishers (the formatting requirements of journals or books may differ from those described in the abstract template file). Authors interested in this possibility are requested to submit their full papers before 15 July, 2026.
Publication opportunities:
Selected papers presented during the congress will be considered for publication in peer-reviewed scientific journals and monographs. Final qualification for publication is subject to positive editorial board evaluation and successful peer review. According to already agreed publication opportunities, selected English-written contributions can be submitted for consideration in the International Review on Public and Nonprofit Marketing (Springer publisher; WoS & Scopus SJR, etc. Indexed). English/Spanish/Portuguese contributions can be considered for publication in a special issue of GECONTEC: Revista Internacional de Gestión del Conocimiento y la Tecnología (UNESCO Chair in Information Management in Organizations publisher; WoS, etc. Indexed), as well as in Responsibility & Sustainability. Socioeconomic, Political and Legal issues (IAPNM publisher; Latindex, etc. indexed).
Additional publication opportunities will be added to the above, including a Conference Proceedings book and/or monographic volume/s, depending on the number of authors interested.
Congress Programme:
Wednesday, July the 1st (Day 1):
11:30.- Registration of congress participants (1)
12:00.- Welcome and introductory/plenary session (1)
14:00.- Lunch (2)
17:00.- Visit to the city of León (3)
20:30.- Dinner (2)
(1) Instituto Leonés de Cultura (C/ Puerta de la Reina 1)
https://maps.app.goo.gl/AYsocEFSaCUcJ6XL8
(2) Restaurante Ezequiel (C/ Ancha 20)
https://maps.app.goo.gl/hCvpuEwomQb3ufUMA
(3) Departure point: Plaza de Regla
Thursday, July the 2nd (Day 2):
10:00.- ONLINE Working sessions (I) ENG/SPA
11:30.- ONLINE Working sessions (II) ENG/SPA
13:30.- Lunch (1)
(1) Restaurante Ezequiel (C/ Ancha 20)
Friday, July the 3rd (Day 3):
09:30.- IN PERSON Working sessions (I) (1) ENG/SPA
11:00.- Coffee break (1)
11:30.- IN PERSON Working sessions (II) (1) ENG/SPA
13:00.- Closing session (1)
13:30.- Lunch (2)
15:30.- ONLINE Working sessions (III) ENG/SPA
21:00.- Gala dinner (3)
(1) Escuela de Arte y Superior de Conservación y Restauración de Bienes Culturales de León (Calle Pablo Flórez 4)
https://maps.app.goo.gl/HqYr6e3Uswf99mDE6
(2) Restaurante Ezequiel (C/ Ancha 20)
https://maps.app.goo.gl/hCvpuEwomQb3ufUMA
(8) Hotel Real Colegiata de San Isidoro (Plaza de Santo Martino 5)
Detail Congress Programme
ONLINE Working sessions (I)
ONLINE Working Session I.1 (Thursday 2nd, 10:00-11:30). Online (Spanish)
Moderator: José Luis Vázquez Burguete
- Marketing no lucrativo para causas de alta implicación: barreras, confianza y microcompromisos en el acogimiento familiar (Nonprofit marketing for high engagement causes: barriers, trust and micro-commitments in foster care)
Sandra Castro González (University of Santiago de Compostela, Spain)
Adrián No Pérez (University of Santiago de Compostela, Spain)
- Del deseo automatizado a la ciudadanía consciente: el papel de la IA en la resistencia al consumo (From automated desire to conscious citizenship: the role of AI in consumption resistance)
Lucía Madero Pérez (University of Granada, Spain)
Luis Doña Toledo (University of Granada, Spain)
Juan Miguel Rey Pino (University of Granada, Spain)
- Tendencias emergentes en alianzas empresas-tercer sector: hacia una gobernanza colaborativa (Emerging trends in business-third sector alliances: toward collaborative governance)
Elena Muñoz Muñoz (University of Extremadura, Spain)
Clementina Galera Casquet (University of Extremadura, Spain)
María Jesús Barroso Méndez (University of Extremadura, Spain)
Víctor Valero Amaro (University of Extremadura, Spain)
- Blockchain sistémico: modelo de legitimidad desintermediada para las organizaciones del Tercer Sector (Systemic blockchain: a model of disinteremediated legitimacy for Third-Sector organisations)
María López Correa (University of Vigo, Spain)
Carmen Otero Neira (University of Vigo, Spain)
ONLINE Working Session I.2 (Thursday 2nd, 10:00-11:30). ONLINE (English)
Moderator: Carlota López Aza
- Beyond the Ivory Tower: a theoretical framework of scholar activism and university brand perception
Carlota López Aza (Complutense University of Madrid, Spain)
Joaquín Sánchez Herrera (Complutense University of Madrid, Spain)
Teresa Pintado Blanco (Complutense University of Madrid, Spain)
- From dystopian fiction to engagement: building institutional belonging through the experience of the unnaceptable
Lena Navard (University of Corsica, France)
Delphine Bereni (University of Corsica, France)
- Analysis of João Cotrim de Figueiredo’s electoral campaign in the 2026 Presidential Elections
Francisca Gonçalves Azevedo (University of Minho, Portugal)
Helena Alves (University of Beira Interior, Portugal)
- Societal marketing and digital tools in fostering industrial transparency and public trust in North Macedonia
Dragan Milovskil (University American College Skopje, North Macedonia)
IliheloisaPetrovska (University American College Skopje, North Macedonia)
Elena Bundaleska (University American College Skopje, North Macedonia)
Elena Gjorevska (University American College Skopje, North Macedonia)
ONLINE Working Session I.3 (Thursday 2nd, 10:00-11:30). ONLINE (English)
Moderator: Marlene Demetriou
- From elective to core: integrating CSR, ESG, and sustainability across the business school curriculum
Marlen Demetriou (University of Nicosia, Cyprus)
- Do sustainability narratives foster the social economy? Evidence from second-hand fashion market
Ingrit Moya Burgos (University of La Rioja, Spain)
Emma Juaneda Ayensa (University of La Rioja, Spain)
Mario Lacalle (University of La Rioja, Spain)
- Could communication and marketing help the Law achieve gender balance on boards and build a more sustainable world?
Janaína Heloísa Telles de Lima (ESIC University, Spain)
- Adaptive Robo-Advisors, Sensitive Data, and the Ethical Boundaries of Personalized Financial Communication
Sid Ahmed Anouar Hamdaoui (University of Lille, France)
ONLINE Working Session I.4 (Thursday 2nd, 10:00-11:30). ONLINE (English)
Moderator: Olga Pereira
- From heritage to public value: trust and brand transformation in territorial cultural ecosystems
Olga Pereira (ESTG Politechnic of Porto, Portugal)
Ana Sousa (University of Aveiro, Portugal)
- Building territorial trust through nonprofit marketing: Fundación Tormes-EB and the creation of public value in rural Spain
María Elena Rodríguez Benito (Pontifical University of Salamanca, Spain)
Sandra Lizzeth Hernández Zelaya (Pontifical University of Salamanca, Spain)
- From farm to cup: integrated sustainable business models for specialty coffee
Sandra Lizzeth Hernández Zelaya (Pontifical University of Salamanca, Spain)
Fernando Enrique reyes Reina (Pontifical University of Salamanca, Spain)
ONLINE Working sessions (II)
ONLINE Working Session II.1 (Thursday 2nd, 11:30-13:00). Online (Spanish)
Moderator: Estibaliz Rodríguez Núñez
- El desarrollo emocional de los alumnos que practican acciones de voluntariado universitario y el compromiso académico: el caso del Programa de Acogida y Tutorización Universitaria – PATU (The emotional development of students who participate in university volunteer activities and academic engagement: the caso of the University Welcome and Tutoring Program – PATU)
Andreea Mara Luncan (Jaume I University, Spain)
Lucía Ortiz Estrada (Jaume I University, Spain)
- Aprendizaje-servicio como metodología de mejora en la calidad educativa (Service-learning as a methology for enhancing educational quality)
Mario Ferrer Vidal (Jaume I University, Spain)
- Comunicação pública do Direito: o papel da multimédia e da cooperação institucional no projeto “Plano D – Diálogos com o Direito” (Public communication of Law: the role of multimedia and institutional collaboration in the “Plan D – Dialogues with Law” project)
Júlio Costa Pinto (Miguel Torga Higher Institute, Portugal)
- El laberinto ético y jurídico universitario. Consecuencias institucionales y personales de la dilación en la elaboración de la tesis doctoral: la ley de hierro de la oligarquía académica (The ethical and legal labyrinth of the university. Institutional and personal consequences of delays in the preparation of the doctoral thesis: the iron law of the academic oligarchy)
Julio García Cedrón (University of León, Spain)
- ¿Encaja el turismo de pantalla en los nuevos enfoques del turismo sostenible? El “efecto Rocadragón” en San Juan de Gaztelugatxe (Does screen-based tourism fit into new approaches to sustainable tourism? The “Dragonstone effect” in San Juan de Gaztelugatxe)
Estibaliz Rodríguez Núñez (University of the Basque Country, Spain)
Lucía Sáez Vegas (University of the Basque Country, Spain)
ONLINE Working Session II.2 (Thursday 2nd, 11:30-13:00). ONLINE (English)
Moderator: Madalena Abreu
- Green marketing and behavioural change in spiritual tourism
Madalena Abreu (Polytechnic Institute of Coimbra, Portugal)
Inês Ribeiro (Polytechnic Institute of Coimbra, Portugal)
Margarida Franca (Polytechnic Institute of Leiria, Portugal
- The role of meditation apps in the stress management – exploratory research
Ida Ercsey (Széchnyi István University, Hungary)
Erika Seres Huszárik (János Selye University, Slovakia)
Zsuzsanna Tóth (János Selye University, Slovakia)
- Educational showcooking as a tool to boost sustainable food consumption
Ana Espinosa Seguí (University of Alicante, Spain)
Alba Martínez García (University of Alicante, Spain)
Katharina Eck (Osnabrück University of Applied Sciences, Germany)
- Navigating diversity, equity, and inclusion in social communication strategies: Evidence from the Indian context
Sudhir Pandey (Ahmedabad University, India)
ONLINE Working Session II.3 (Thursday 2nd, 11:30-13:00). ONLINE (English)
Moderator: José Mario Centeno Mielgo
- “The surplus food which we absorb has decreased”: The double-edged sword of socio-ecological sustainability in social supermarkets
Lisa Hildegard Kaum (Johannes Kepler University Linz, Austria)
Sandra Stötzer (Johannes Kepler University Linz, Austria)
Laura Czernin (University of Applied Sciences Hochschule Campus Wien, Austria)
- Nutri-score label impact on purchase intention in social media advertisements: the mediating role of perceived nutritional quality, perceived healthiness, and consumer attitudes
Sadou Boubacar (University of Lorraine, France)
- Transmitting to transform: the evolution of sustainable food practices throughout the family life course
Mai Linh Le Nguyen (Le Mans University, France)
ONLINE Working Session II.4 (Thursday 2nd, 11:30-13:00). ONLINE (English)A
Moderator: María Elena Rodríguez Benito
- Award-winning inclusion across public, nonprofit and commercial marketing: mapping glass lions and analysing D&I strategies in global consumer brands
María Elena Rodríguez Benito (Pontifical University of Salamanca, Spain)
Mercedes Ramos Gutiérrez (Pontifical University of Salamanca, Spain)
Elena Fernández Blanco (Pontifical University of Salamanca, Spain)
- Finance comes first: why food waste apps speak the wrong motivational language?
Szandra Gombos (Széchenyi István University, Hungary)
Veronika Keller (Széchenyi István University, Hungary)
- AI-enabled value co-creation and donor experience in nonprofit marketing: integrating Service-Dominant and Customer-Dominant Logic
Tayfun Şaan (Eskişehir Osmangazi University, Turkey)
Muhammet Ali Tiltay (Eskişehir Osmangazi University, Turkey)
- “Now I Know» (NAS), a social marketing campaign’s analysis
Cristina Nazareth Martins (University of Beira Interior, Portugal)
IN PERSON Working sessions (I)
in person Working Session I.1 (Friday 3rd, 09:30-11:00). Room 1 (Spanish)
Moderator: Ramón Rueda López
- Comprensión de las motivaciones culturales de los peregrinos en el Camino de Santiago: un análisis desde la perspectiva de género sobre el valor social y la experiencia del patrimonio (Understanding the cultural motivations of pilgrims on the Camino de Santiago: an analysis from a gender perspective on the social value and experience of heritage)
Ramón Rueda López (National University of Distance Education, Spain)
Cynthia Álvarez Robles (National University of Distance Education, Spain)
José Luis Vázquez Burguete (University of León, Spain)
María Purificación García Miguélez (University of León, Spain)
- Replanteamiento de la peregrinación en el Camino de Santiago: un análisis multidimensional de las motivaciones y las diferencias de género (Rethinking pilmgrinage on the Way to Santiago: a multidimensional analysis of motivations and gender differences)
Ramón Rueda López (National University of Distance Education, Spain)
Cynthia Álvarez Robles (National University of Distance Education, Spain)
José Luis Vázquez Burguete (University of León, Spain)
María Purificación García Miguélez (University of León, Spain)
- Retos de la sostenibilidad alimentaria y el desarrollo rural: el paradigma del Pacto Verde Europeo (Challenges in food sustainability and rural development: The European Green Deal paradigm)
Raúl Llera Villegas (University of León, Spain)
José Luis Vázquez Burguete (University of León, Spain)
María Purificación García Miguélez (University of León, Spain)
- Identidad de marca asociada a los espacios naturales protegidos (Brand identity associated with protected natural areas)
José María Vázquez García (University of León, Spain)
Helena Alves (University of Beira Interior, Portugal)
in person Working Session I.2 (Friday 3rd, 09:30-11:00). Room 2 (Spanish)
Moderator: Edith Patricia Borboa Álvarez
- Factores que influyen en la adaptación al precio en usuarios de centros de fitness en el norte de México (Factors that influence price adaptation among fitness center users in Northern Mexico)
Arturo De la Mora Yocupicio (Technological Institute of Sonora, Mexico)
Edith Patricia Borboa Álvarez (Technological Institute of Sonora, Mexico)
Carlos Jesús Hinojosa Rodríguez (Technological Institute of Sonora, Mexico)
Roberto Limón Ulloa (Technological Institute of Sonora, Mexico)
John Sosa Covarrubias (Technological Institute of Sonora, Mexico)
- El efecto Moderatordor de las tecnologías digitales en la Industria 4.0 y la innovación en marketing de las PYMEs mexicanas (The Moderatorting effect of digital technologies on Industry 4.0 and marketing innovation in Mexican SMEs)
Luis Enrique Valdez Juárez (Technological Institute of Sonora, Mexico)
Karla Berenice Rubio Alvarado (Technological Institute of Sonora, Mexico)
- Neuromarketing y su influencia en la decisión de compra en la empresa Doo Australia Lima (Neuromarketing and its influence on the purchasing decisión at Doo Australia Lima)
Jesús Fernando Bejarano Auqui (Peruana Unión University, Peru)
José Pasión Yoplac Mas (Peruana Unión University, Peru)
Edith Patricia Borboa Álvarez (Technological Institute of Sonora, Mexico)
In person Working Session I.3 (Friday 3rd, 09:30-11:00). Room 3 (English)
Moderator: Emerson Wagner Mainardes
- Consumer food waste
Rubia Botaccine Dalvi (Fucape Business School. Brazil)
Emerson Wagner Mainardes (University of São Paulo, Brazil)
Vitor Azzari (Fucape Business School. Brazil)
- Sustainable food purhasing behavior of young consumers – Revisiting the role of knowledge, environmental attitudes and food-consumption habits
Marina Stanić (Independent researcher, Croatia)
Mirna Leko Šimić (Faculty of Economics and Business in Osijek, Croatia)
Honorata Howaniec (University of Bielsko-Biala, Poland)
Marija Čutura (Faculty of Economics Mostar, Bosnia and Herzegovina)
- Taekwondo as a catalyst for experiential cultural tourism
Hyeon-Jin Lee (European University of Valencia, Spain)
Amparo Cervera-Taulet (University of Valencia, Spain)
Berta Tubillejas Andrés (University of Valencia, Spain)
- Measuring brand equity’s influence on nonprofit fundraising performance: impactin developed and emerging markets
Marlize Terblanche-Smit (Stellenbosch University Business School, South Africa)
Louis Etienne Vigneault-Dubois (Stellenbosch University Business School, South Africa)
In person Working Session I.4 (Friday 3rd, 09:30-11:00). Room 4 (English)
Moderator: Marisa Ferreira
- Mapping the invisible: victim-centered social marketing strategies in domestic violence prevention
Marisa Ferreira (ESTG Politechnic of Porto, Portugal)
Óscar Oliveira (ESTG Politechnic of Porto, Portugal)
Ana Borges (ESTG Politechnic of Porto, Portugal)
- How narratives in charity videos on Chinese social media shape trust in the sponsoring organization
Yuxin Shi (University of Tokyo, Japan)
Yu Maemura (University of Tokyo, Japan)
- Communicating impact in social innovation projects: an approach to project ONZE
Manuela Teixeira (ESTG Politechnic of Porto, Portugal)
Marisa Ferreira (ESTG Politechnic of Porto, Portugal)
Fernando Belezas (IET Tâmega Business Institute, Portugal)
- Intercultural conflicts and integration challenges among international students
Dávid Máté Hargitai (University of Pannonia, Hungary)
Zoltán Veres (University of Pannonia, Hungary)
Diána Csehi (University of Pannonia, Hungary)
IN PERSON Working sessions (II)
In person Working Session II.1 (Friday 3rd, 11:30-13:00). Room 1 (Spanish)
Moderator: María Purificación García Miguélez
- La confianza como estrategia: marketing, inteligencia artificial y tutela jurídica en los nuevos mercados digitales (Trust as a strategy: marketing, artificial intelligence and legal protection in new digital markets)
María Purificación García Miguélez (University of León, Spain)
Gonzalo Diñeiro González (University of León, Spain)
- Cuadro de mando estratégico de RR. HH.: Analítica predictiva para la optimización del talento en la educación superior (Strategic HR Scorecard: Predictive analytics for talent optimization in Higher Education)
Roberto Limón Ulloa (Technological Institute of Sonora, Mexico)
Edith Patricia Borboa Álvarez (Technological Institute of Sonora, Mexico)
Blanca Delia González Tirado (Technological Institute of Sonora, Mexico)
Claudia Álvarez Bernal (Technological Institute of Sonora, Mexico)
- El efecto Moderador del capital humano y la IA en la innovación en marketing y el desempeño empresarial de las PYMEs mexicanas (The Moderating effect of human capital and AI on marketing innovation and business performance in Mexican SMEs)
Luis Enrique Valdez Juárez (Technological Institute of Sonora, Mexico)
José Alonso Ruiz Zamora (Technological Institute of Sonora, Mexico)
Elva Alicia Ramos Escobar (Technological Institute of Sonora, Mexico)
- Marketing público y no lucrativo en la Universidad de León y su impacto en el sentido de pertenencia (Public and nonprofit marketing at the University of León and its impact on the sense of belonging)
Xián Pérez Rodríguez (University of León, Spain)
Sergio Miranda Pérez (University of León, Spain)
In person Working Session II.2 (Friday 3rd, 11:30-13:00). Room 2 (Spanish)
Moderator: Maria Mercedes Galán Ladero
- Más allá de las competencias: cómo iniciativas de marketing social fomentan la empleabilidad y la dignidad de las personas sin hogar (Beyond skills: how social marketing initiatives enable employability and dignity among people experiencing homeless)
Maria Sarmento (CEOS -Centre for Organisational and Social Studies of the Polytechnic Institute of Porto, Portugal)
Cláudia Huber (Centro Universitário da Fundação Educacional de Brusque -UNIFEBE, Brazil)
María Mercedes Galán Ladero (University of Extremadura, Spain)
- Qualidade de vida dos adultos mais velhos: uma análise bibliométrica (Qualityof life of older adults: a bibliometric analysis)
Manuela Teixeira (ESTG Politechnic of Porto, Portugal)
Marisa Ferreira (ESTG Politechnic of Porto, Portugal)
Alberto García (University of Vigo, Spain)
- Marketing social y comportamiento alimentario en personas mayores: una aproximación cualitativa (Social marketing and eating behavior among the elderly: a qualitative approach)
María Luisa Timón Andrada (University of Extremadura, Spain)
Ana Isabel Andrés Nieto (University of Extremadura, Spain)
María Jesús Petrón Testón (University of Extremadura, Spain)
José Manuel García Gallego (University of Extremadura, Spain)
María Mercedes Galán Ladero (University of Extremadura, Spain)
Antonio Chamorro Mera (University of Extremadura, Spain)
Sergio Rubio Lacoba (University of Extremadura, Spain)
Víctor Valero Amaro (University of Extremadura, Spain)
- Impacto social de FIRST LEGO League en las vocaciones STEM en México: una perspectiva desde el marketing no lucrativo y el voluntariado (Social impact of FIRST LEGO League on STEM vocations in Mexico: a perspective from non-profit marketing and volunteering)
María Teresa Antonio Javier (Polytechnical Univesity of Otzolotepec, Mexico)
- Datos abiertos turísticos en España: heterogeneidad, gobernanza y retos para su reutilización (Open tourism data in Spain: diversity, governance and challenges for its reuse)
Ricardo Curto Rodríguez (University of Oviedo, Spain)
Carmen De Pablos Heredero (King Juan Carlos University, Spain)
Rafael Marcos Sánchez (International University of La Rioja, Spain)
In person Working Session II.3 (Friday 3rd, 11:30-13:00). Room 3 (English)
Moderator: Márton Vilmányi
- Ghost in the the (tech) shell – the power of interactive changes and digitization in networked healthcare processes
Ágnes Réka-Mátó (University of Szeged, Hungary)
Margit Tarjányi (University of Szeged, Hungary)
Márton Vilmányi (University of Szeged, Hungary)
- “Political influencers”: the communication strategies of “TikTok Mayors” on social media
Maria Eduarda Rosa da Cunha (Santa Catarina State University, Brazil)
Aline Regina Santos (Santa Catarina State University, Brazil)
- Technological innovation and Donor Relationship Management (DRM) in Islamic Finace: a case study of the Global Sadaqah Platform
Lilia Medjouel (University of Tipaza, Algeria)
Redhouane Lammar (University of Tipaza, Algeria)
José Luis Vázquez Burguete (University of León, Spain)
In person Working Session II.4 (Friday 3rd, 11:30-13:00). Room 4 (English)
Moderator: Reynaldo Rivera
- Social marketing and the evolution of style: understanding sustainable fashion, influencers and centennials’ consumption
Reynaldo Rivera (Austral University, Argentina)
Sol Castellanos (IAE Business School, Argentina)
Esteban Pittaro (Austral University, Argentina)
- Procedural clarity for reputation suppporting behaviour in Higher Education internal marketing
Aušrinė Greičiūtė-Solovejė (Mykolas Romeris University, Lithuania)
Agota Giedrė Raišienė (Mykolas Romeris University, Lithuania)
- Building critical thinking: understanding greenwashing through LEGO in Higher Education
Pilar Fidel Criado (University of Valencia, Spain)
Yeamduan Narangajavana Kaosiri (University of Valencia, Spain)
Amparo Cervera Taulet (University of Valencia, Spain)
Walesska Schlesinger (University of Valencia, Spain)
Silvia Sanz Blas (University of Valencia, Spain)
Daniela Buzova (University of Valencia, Spain)
- Third places as social infrastructure: democracy, silver economy, and sustainable development in contermporary communities
María Isabel Sánchez Hernández (University of Extremadura, Spain)
Juan José Maldonado Briegas (University of Extremadura, Spain)
Guillaume Denos (University of Angers, France)
ONLINE Working sessions (III)
ONLINE Working Session III.1 (Friday 3rd, 15:30-17:00). Online (English)
Moderator: Walter Wymer
- Using online panel data: cautions and correctives
Walter Wymer (University of Lethbridge, Canada)
- Artificial Intelligence (AI) in Higher Education: strategies for effective integration
Magdalena Cismaru (University of Regina, Canada)
Yasha Afshar Jalili (University of Regina, Canada)
- Environmental sustainability and financial performance in exporting and non-exporting manufacturing industries: evidence from Colombia
Alex Jiménez Díaz (University of the Sinú Elías Bechara Zainúm, Colombia)
Delia Echeverri Vertel (Cooperative University of Colombia, Colombia)
- Business sustainability in micro-enterprises in the service industry: an analysis from the perspective of sustainable marketing and energy management
Edwin Chofo Ortega de la Cruz (Politechynic University of Tulacingo, Mexico)
Liliana de Jesús Gordillo Benavente (Politechynic University of Tulacingo, Mexico)
Carmen Guadalupe Juárez Rivera (University of Aberdeen, United Kingdom),
- Going green abroad: how national culture influences the internationalisation benefits of circular economy practices
Telma Mendes (ESTG Politechnic of Porto, Portugal)
Carina Silva (ESTG Politechnic of Porto, Portugal)
Daniela Ramos (ESTG Politechnic of Porto, Portugal)
ONLINE Working Session III.2 (Friday 3rd, 15:30-17:00). Online (Spanish)
Moderator: Enrique Carlos Bianchi
- Segmentos de ecoturistas de la Gen Z en Argentina (Argentine Gen Z ecotourists segments)
Enrique Carlos Bianchi (Catholic University of Córdoba, Argentina)
Gaspar Gracia Daponte (Catholic University of Córdoba, Argentina)
Cristian Canziani (Catholic University of Córdoba, Argentina)
Leticia Pirard Martínez (Catholic University of Córdoba, Argentina)
- Identidad territorial y posicionamiento turístico sostenible: una propuesta estratégica de marketing territorial para Florida, Valle del Cauca, Colombia (Territorial identity and sustainable tourism positioning: a strategic territorial marketing proposal for Florida, Cuca Valley, Colombia)
Jairo Trujillo Manjarrés (University of Saint Buenaventura Cali, Colombia)
Nancy González García (University of Saint Buenaventura Cali, Colombia)
Edy Lorena Burbano Vallejo (University of Saint Buenaventura Cali, Colombia)
Álvaro Andrés Coral Vallejo (University of Saint Buenaventura Cali, Colombia)
- De la medición del CO2e a la sostenibilidad organizacional: una reflexión sobre la compensación ecológica, el marketing social y el cambio de comportamiento (From CO2e measurement to organizational sustainability: a reflection on ecological offsetting social marketing, and behavior change)
Diana Patricia Franco Campos (University of the Sinú Elías Bechara Zainúm, Colombia)
Milton Januario Rueda Varón (EAN University, Colombia)
- Satisfacción estudiantil y evaluación de servicios de bienestar universitario: caso Universidad del Valle, Seccional Pacífico (Student satisfaction and evaluation of university wellness services: the case of the University of the Valley, Pacific Campus)
George Garcés Rivas (Santiago de Cali University, Colombia)
Edy Lorena Burbano Vallejo (University of Saint Buenaventura Cali, Colombia)
José María Burbano Cerón (Santiago de Cali University, Colombia)
- Diversidad corporal plus-size en entornos digitales: el impacto del mindfulness en el procesamiento emocional y la intención del consumidor (Plus-size body DIVERSITY in digital environments: The impact of mindfulness on emotional processing and consumer intention)
Alinne Pompeu Queiros (Federal Institute of Education, Science and Technology of Rio Grande do Norte – IFRN, Brazil)
María Ángeles Iniesta Bonillo (University of Almería, Spain)
Sara Herrada Lores (University of Almería, Spain)
Antonia Estrella Ramón (University of Almería, Spain)
Andrea Morales Muñoz (University of Almería, Spain)
- Innovación verde en agronegocios: Evidencia de barreras financieras en Colombia (Green Innovation in agribusiness: Evidence of financial barriers in Colombia)
Delia Echeverri Vertel (Cooperative University of Colombia, Colombia)
Alex Jiménez Díaz (University of the Sinú Elías Bechara Zainúm, Colombia)
ONLINE Working Session III.3 (Friday 3rd, 15:30-17:00). Online (Spanish)
Moderators: Aníbal Enrique Toscano Hernández / Johana Elisa Fajardo Pereira
- Resiliencia y supervivencia de PYMES para la sostenibilidad socioeconómica: análisis bibliométrico para el período 2020-2026 (Resilience and survival of SMEs for socioeconomic sustainability: bibliometric analysis for the 2020-2026-period)
Aníbal Enrique Toscano Hernández (University of the Sinú Elías Bechara Zainúm, Colombia)
Samuel Miranda Argel (University of Cartagena, Colombia)
Deivi David Fuentes Doria (Minuto de Dios University Corporation, Colombia)
- Festividades tradicionales como catalizadoras del valor social y creativo: patrimonio cultural y economía creativa en Guanajuato Capital, México (Traditional festivities as catalysts for social and creative value: cultural heritage and creative economy in Guanajuato Capital, Mexico)
Amely Lorelain Ramírez Juárez (University of Guanajuato, Mexico)
Mónica Pérez Sánchez (University of Guanajuato, Mexico)
- Gestión sostenible en el sector agropecuario hacia el cumplimiento del ODS 2: análisis bibliométrico en el período 2020-2026 (Sustainable management in the agricultural sector towards achieving SDG 2: bibliometric analysis for the 2020-2026 period)
Aníbal Enrique Toscano Hernández (University of the Sinú Elías Bechara Zainúm, Colombia)
Sebastián Miranda Argel (University of Cartagena, Colombia)
Johana Elisa Fajardo Pereira (Cooperative University of Colombia, Colombia)
Jaime Luis Hernández Burgos (Minuto de Dios University Corporation, Colombia)
- Dinámica de mercados digitales de segunda mano en México: evidencia para la economía circular (Dynamics of digital second-hand markets in Mexico: evidence for the circular economy)
Mónica Pérez Sánchez (University of Guanajuato, Mexico)
Javier Casanoves Boix (University of Valencia, Spain)
- Cocreación de valor y gobernanza local: técnicas de análisis de datos para legitimar decisiones institucionales en Montería, Colombia (Value co-creation and local governance: data analysis techniques to legitimize institutional decisions in Montería, Colombia)
Iván Daniel Pacheco Durango (Mayor’s Office of Montería, Colombia)
Aníbal Enrique Toscano Hernández (University of the Sinú Elías Bechara Zainúm, Colombia)
Jhon Nel Rodríguez Sánchez (Mayor’s Office of Montería, Colombia)
- Tradição e Sustentabilidade nas Festividades Religiosas: Uma Revisão da Literatura
Raquel Silveira (University of Beira Interior, Portugal)
Arminda do Paço (University of Beira Interior, Portugal)
Welcome to IAPNM 2026!
Contact email
We do encourage you to actively participate and we are looking forward to in-person or virtually welcome you!!!
José Luis Vázquez-Burguete, Jorge Vega-Núñez, María P. García-Miguélez and Francisco Balado-Insunza, IAPNM 2026 co-chairs
aimpn.iapnm@gmail.com
