Project Title: Improving Marketing Communication to Promote Prosocial Behaviour

Year of Entry: 2024, Full-Time

Supervisors: Dr Anna Dubiel, Professor Shintaro Okazaki

Xianyi (Eva) Cheng is a PhD student in Marketing at King's Business School. Her research focuses on social marketing and marketing communication, with a particular interest in identifying novel appeals that strengthen the effectiveness of prosocial advertising and uncovering the underlying mechanisms. She primarily employs quantitative research methods, with an emphasis on experimental design.

She is currently collaborating with industry partner Cancer Research UK (CRUK) on research aimed at enhancing charitable fundraising outcomes.

Prior to her doctoral studies, Eva completed an MSc in International Marketing from King's College London in 2023.