social marketing; Artificial Intelligence; chatbots; behaviour change; smoking cessation

Nkwei, Emile, S. and Mare, Zivai Z. (2024) Enhancing smoking reduction with AI chatbots: a user experience perspective. In: Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit. Academy of Marketing (200). Academy of Marketing, Cardiff Business School, Cardiff University, UK, pp. 150-152. ISBN 978-1399990608

social marketing; behaviour change; social support; binge drinking

Mare, Zivai ORCID: 0000-0002-9742-3602 , Mpinganjira, Mercy and Maduku, Daniel K. (2023) Understanding binge drinking quitting intention and behaviour using an extended TPB. Social Marketing Quarterly, 29 (2). pp. 107-126. ISSN 1524-5004 (Print), 1539-4093 (Online) (doi:https://doi.org/10.1177/15245004231171888)

social marketing; behaviour change; social support; habit strength; binge drinking

Mare, Zivai (2023) Towards narrowing the intention-behaviour gap: the case of quitting binge drinking among the youth. In: African Social Marketing Association Conference, 24th - 26th April 2023, University of Witswatersrand, Johannesburg, South Africa. (Unpublished)