To cut it short I have this friend who keeps slapping my arms, slapping my back, slapping my stomach in (what I think) a jokey way, He also keeps going to throw a wide punch and then stops halfway to make me flinch and constantly goes on about how he wants to fight me and how he thinks he can beat the shit out of me, whenever I hit him back he'll complain "Ow, Are you some bitch? Why are you getting mad" or something against them lines.

Its annoying me a bit because whenever he does this in front of people I think they'll think I'm a pussy or weak etc. (I don't care about what they think) , almost AMOG'ing me by hitting me. Most of the time I act like it didn't hurt (It doesn't) and sometimes I'll hit him back, what can I do?

Also I'm not looking to beat the shit out of him as I do genuinely like the guy, also he'd never actually fight me.