... Behavioral intention Fear appeals Social marketing Protection motivation theory (PMT) Public service advertisements (PSAs) Tobacco control Tobacco use remains one of the most persistent public health challenges globally, contributing to over eight million deaths annually, with India accounting...

...Sonal Arora; Mahim Sagar Purpose This study aims to present a novel framework of “communication-led behavioral intention” in an effort to aid in the process of planning and coordinating social marketing campaigns on difficult subjects that go against social conventions, including the proper...