World Social Marketing Conference 2025

This study explores how smartphone apps influence users' decisions about entering UK bathing waters, focusing on the Safer Seas and Rivers Service (SSRS) app, which provides real-time water quality information. The research examines digital tools and information users rely on by analysing interview transcripts and app usage data. By using social marketing and the transtheoretical model to analyse the data, a clearer picture of the factors influencing behaviour can be considered for future app changes.