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Zivai joined the University of 杏吧app下载 in February 2023. She completed her PhD at the University of Johannesburg in South Africa. Her research focused on how marketing principle can be used to promote a social problem such as binge drinking among the youth. Her research interests include, sustainable and ethical marketing as well as the role of digital technology in shaping consumer behaviour. She is currently researching the incorporation of artificial intelligence in promoting positive behaviour change in social marketing. She can be contacted on her email for any collaborations.