Mohamed Desoky

The use of legal performance-enhancing supplements by young adult male non-professional gym users: A social marketing challenge

Photo of Mohamed Desoky
PhD student, Mohamed Desoky

Email: mohamed.dosoky@vuw.ac.nz

Supervisors: AProf Val Hooper and Dr Janet Davey

Profile

My research seeks to understand the behaviour surrounding the use of legal performance-enhancing supplements among young adult male gym users in New Zealand, and why they use products such as protein powder, creatine, and pre-workout supplements. The study explores the personal, social, and environmental factors influencing this behaviour. Using interviews, focus groups, and co-design workshops with participants, the research aims to develop health-promotion strategies that help young men make more informed decisions about supplement use, rather than being driven by commercial and social pressures.

Qualifications

MSc in Global Marketing Management, Asia Pacific University (APU), Malaysia and De Montfort University (DMU), UK

Bachelor of Accounting, University of Bahrain, Kingdom of Bahrain

Research interests

Social marketing, Digital marketing