European Social Marketing Conference 2026
July 8–10, 2026
MBS School of Business, Montpellier
Proposed Conference Track
7. AI, Digital and technological impact on social behaviour
Submission Format
20 Minute Oral Presentation
Programme Listing
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. By using social marketing and the transtheoretical model to analyse the data, the factors influencing behaviour can be considered for future app changes.
Primary Contact
Rahmin Bender-Salazar, University of Galway
Presenters
Rahmin Bender-Salazar, University of Galway
Authors
Sinead Duane, University of Galway
Anne Leonard, University of Exeter
Matt Lloyd Jones, University of Exeter
Timothy J. Taylor, University of Exeter
William Gaze, University of Exeter
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