Promoting the impossible to possible identifying effective message themes for marketing alternative proteins on social media

• Main Authors: Wong, Cherie Wen Xin, Ng, Ying Hui, Yap, Shao Ting
• Other Authors: May O. Lwin
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2023
• Subjects: Social sciences::Communication
• Online Access: https://hdl.handle.net/10356/165340
• Institution: Nanyang Technological University

Despite the growing popularity and prevalence of alternative proteins (APs) in Singapore, little is known about the effectiveness of advertising such AP products to consumers on social media. This research project conducted two studies to address the research gap. Study 1 aimed to understand message...