Promoting the impossible to possible identifying effective message themes for marketing alternative proteins on social media
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...
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2023
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sg-ntu-dr.10356-1653402023-03-26T15:33:46Z Promoting the impossible to possible identifying effective message themes for marketing alternative proteins on social media Wong, Cherie Wen Xin Ng, Ying Hui Yap, Shao Ting May O. Lwin Wee Kim Wee School of Communication and Information tmaylwin@ntu.edu.sg Social sciences::Communication 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 appeals and persuasive techniques widely used by advertisers in Singapore, and Study 2 aimed to test the effectiveness of these message appeals on different AP types. Study 1 results showed that the most popular appeals are Easy Preparation Method and Tastes Like Meat, and that the most commonly used persuasive techniques were displaying recipes and using images of the APs looking like the original food. Study 2 results found that (1) Tastes Like Meat is the most effective message appeal and Increases Popularity is the least effective, (2) plant-based meat is the most accepted AP types while insect-based meat is the least accepted, and that (3) each meat type had some message appeals that worked better or worse for them. Practical and theoretical implications are also discussed. Keywords: alternative proteins, plant-based, insect-based, cultivated meat, advertising appeal, social media Bachelor of Communication Studies 2023-03-24T04:47:58Z 2023-03-24T04:47:58Z 2023 Final Year Project (FYP) Wong, C. W. X., Ng, Y. H. & Yap, S. T. (2023). Promoting the impossible to possible identifying effective message themes for marketing alternative proteins on social media. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/165340 https://hdl.handle.net/10356/165340 en CS/22/041 application/pdf application/pdf Nanyang Technological University |
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Social sciences::Communication Wong, Cherie Wen Xin Ng, Ying Hui Yap, Shao Ting Promoting the impossible to possible identifying effective message themes for marketing alternative proteins on social media |
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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 appeals and persuasive techniques widely used by advertisers in Singapore, and Study 2 aimed to test the effectiveness of these message appeals on different AP types. Study 1 results showed that the most popular appeals are Easy Preparation Method and Tastes Like Meat, and that the most commonly used persuasive techniques were displaying recipes and using images of the APs looking like the original food. Study 2 results found that (1) Tastes Like Meat is the most effective message appeal and Increases Popularity is the least effective, (2) plant-based meat is the most accepted AP types while insect-based meat is the least accepted, and that (3) each meat type had some message appeals that worked better or worse for them. Practical and theoretical implications are also discussed.
Keywords: alternative proteins, plant-based, insect-based, cultivated meat, advertising appeal, social media |
author2 |
May O. Lwin |
author_facet |
May O. Lwin Wong, Cherie Wen Xin Ng, Ying Hui Yap, Shao Ting |
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Final Year Project |
author |
Wong, Cherie Wen Xin Ng, Ying Hui Yap, Shao Ting |
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Wong, Cherie Wen Xin |
title |
Promoting the impossible to possible identifying effective message themes for marketing alternative proteins on social media |
title_short |
Promoting the impossible to possible identifying effective message themes for marketing alternative proteins on social media |
title_full |
Promoting the impossible to possible identifying effective message themes for marketing alternative proteins on social media |
title_fullStr |
Promoting the impossible to possible identifying effective message themes for marketing alternative proteins on social media |
title_full_unstemmed |
Promoting the impossible to possible identifying effective message themes for marketing alternative proteins on social media |
title_sort |
promoting the impossible to possible identifying effective message themes for marketing alternative proteins on social media |
publisher |
Nanyang Technological University |
publishDate |
2023 |
url |
https://hdl.handle.net/10356/165340 |
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1761781165192118272 |