European Social Marketing Conference 2024
November 4–6, 2024
Grand Hotel Union, Ljubljana, Slovenia
A Paradoxical Perspective to Explore the Drinking-Related Identities of Chinese Students in the UK
White Hall 2
Proposed Conference Track
1. Health and wellbeing
Session Theme
People & wellbeing
Programme Listing
The aim of social marketing is to consciously change the behaviour of the target group (consumers). Identity, as one of the important factors influencing behavioural change (especially drinking behaviour), can provide a perspective to engage scholars in related research areas to discuss and learn from each other, stimulating further thinking on both sides of the issue of identity and alcohol in the field of social marketing.
Primary Contact
Jiayu Lei, School for Business and Society, University of York
Job Title
PhD Student
Presenters
Jiayu Lei, School for Business and Society, University of York
Job Title
PhD Student
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