R.W. (Rhianne) Hoek PhD

Postdoctoral Researcher & Lecturer

Faculty of Social and Behavioural Sciences

CW : Youth & Media Entertainment

Visiting address

Nieuwe Achtergracht 166
Room number: C10.03

Postal address

Postbus 15791
1001 NG Amsterdam

Contact details

r.w.hoek@uva.nl

Social media

Profile
I am a postdoctoral researcher and lecturer interested in how we can use technology and/or AI to encourage adolescents/young adults to adopt a more sustainable lifestyle. Furthermore, I am interested in studying the effects of social media influencers and using innovative research methodologies. I am proficient in conducting field experiments, surveys and content analyses, frequentist as well as Bayesian analyses, and using both direct and indirect measures. I enjoy teaching, especially individual supervision and statistical and practical courses. Supervising students and helping them grow into good researchers gives me positive energy.

Expertise & research fields

Children & adolescents

Sustainability

Social media influencers
Research
Research methods

Experiments

Surveys

Content analysis

Focus groups

Current research projects

Human Factor in New Technologies: In this project I study how we can use technology and/or AI to encourage adolescents/young adults to adopt a more sustainable lifestyle.

On the Road to Sustainability: This project focuses on how social media influencers communicate about sustainability on social media such as Instagram and what the effects are of this type of communication.

Youth & Sustainability: In this project I work together with adolescents to get a better understanding about the way they think, come in contact with, and interact with the topic of sustainability.
Teaching
Bachelor:

Methods of Communication Research and Statistics (https://studiegids.uva.nl/xmlpages/page/2022-2023/zoek-vak/vak/100270)

Statistical Modelling for Communication Research (https://studiegids.uva.nl/xmlpages/page/2022-2023/zoek-vak/vak/100276)

Entertainment Communication (https://studiegids.uva.nl/xmlpages/page/2022-2023/zoek-vak/vak/100288)

Graduation Project Entertainment Communication (https://studiegids.uva.nl/xmlpages/page/2022-2023/zoek-vak/vak/100302)

Master:

Research Methods tailored to the Thesis (https://studiegids.uva.nl/xmlpages/page/2022-2023/zoek-vak/vak/100402)

Thesis Entertainment Communication (https://studiegids.uva.nl/xmlpages/page/2022-2023/zoek-vak/vak/100262)
Publications
- refereed (5)
- conference contributions (3)
2024

Hoek, R. W., & Ong, R. E. (2024). Een #maatjemeer of #maatjeminder: De effecten van body size en leeftijd in #bodypositivity-Instagramcontent op de lichaamstevredenheid van vrouwen. Tijdschrift voor Communicatiewetenschap, 52, 203-231. https://doi.org/10.5117/tCW2024.2.004.hoEK [details]
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2022

Hoek, R. W., Rozendaal, E., van Schie, H. T., & Buijzen, M. (2022). Inhibitory control moderates the relation between advertising literacy activation and advertising susceptibility. Media Psychology, 25(1). Advance online publication. https://doi.org/10.1080/15213269.2020.1856685

2021

Buijzen, M., Anschütz, D., de Leeuw, R. N. H., Bleize, D. N. M., Sadza, A. J. C., de Droog, S. M., Rozendaal, E., & Dutch Young Consumers Network (2021). Behind the policy frontline in the Netherlands during the Corona crisis. Journal of Children and Media, 15(1), 49-54. https://doi.org/10.1080/17482798.2020.1858899 [details]
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Supplementary files
17482798.2020 (2)

Hoek, R. W., Rozendaal, E., van Schie, H. T., & Buijzen, M. (2021). Development and testing of the advertising literacy activation task: an indirect measurement instrument for children aged 7-13 years old. Media Psychology, 24, 814-846. https://doi.org/10.1080/15213269.2020.1817090

2020

Hoek, R. W., Rozendaal, E., van Schie, H. T., van Reijmersdal, E. A., & Buijzen, M. (2020). Testing the Effectiveness of a Disclosure in Activating Children’s Advertising Literacy in the Context of Embedded Advertising in Vlogs. Frontiers in Psychology, 11, Article 451. https://doi.org/10.3389/fpsyg.2020.00451 [details]
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2025

Möller, A. M., & Hoek, R. W. (2025). Are Para-Social Interactions enough? The effects of greenfluencers' communication strategies on pro-environmental behavior. Paper presented at Etmaal van de Communicatiewetenschap 2025, Brugge, Belgium.

2023

Möller, A. M., Hoek, R. W., Helwegen, B., & Thijs, G. (2023). On the road to sustainability: Themes and strategies used by Dutch greenfluencers on Instagram and their relation with user activity. Abstract from Etmaal Communicatiewetenschap 2023, Enschede, Netherlands.

Möller, A. M., Hoek, R. W., Helwegen, B., & Thijs, G. (2023). On the road to sustainability: Themes and strategies used by Dutch greenfluencers on Instagram and their relation with user activity. Paper presented at 73rd Annual Conference of the International Communication Association (ICA), Toronto, Canada.
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Ancillary activities

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R.W. (Rhianne) Hoek PhD

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