I am an Asssociate Professor inthe Department of Communication Science at the University of Amsterdam. I am the Programme Group Director of the Persuasive Communication group leading 55+ scholars in their research and teaching. As part of this role, I am member of the ASCoR board and am responsible for the teaching planning. Also, I am the program manager of the Research Master in Communication Science.

My research has consistently focused on how media characteristics shape how individuals use and respond to persuasive communication. My work uses a mixed-methods approach; I employ surveys, content analyses, experiments, observations, diaries, eye tracking, and data donation studies. Recently I have been studying algorithmic persuasion via social media, conversational (voice) agents and synced advertising. My work has been published in the top journals in Advertising (e.g Journal of Advertising; International Journal of Advertising), Communication Science in general (e.g. Human Communication Research; New Media & Society) and interdisciplinary journals (e.g. Internet Research; Computers in Human Behavior). 

I teach the course Media Strategies in the Master Communication Science, and the course Evaluating Professional Research in the Research Master. Also, I am coordinating the research participations and Internships in the Research Master. I serve as an Associate Editor for Journal of Advertising and am a board member of the European Advertising Academy.

Administrative roles

• Programme Group Director Persuasive Communication
• Programme manager Research Master
• Associate editor Journal of Advertising
• Board member European Advertising Academy

Research priority areas

Communication in the Digital Society - University of Amsterdam (uva.nl)

Research methods

• Experiments
• Surveys
• Eye-tracking
• Diaries
• Data donation

Current research projects 

• Algorithmic Persuasion in Social Media: Identifying Consumer Groups Based on Awareness, Appropriateness, and Coping Ability. With Corine Meppelink and Sophie Boerman
• The targeting blackbox of social media: investigation into targeting mechanisms of and consumer interactions with personalized content on Facebook. With Joanna Strycharz, Corine Meppelink and Brahim Zarouali
• Humanizing conversational agents. Examining the persuasiveness of text and voice agents: With Tom Lentz, Evangelos Kanoulas, Carolin Ischen, Yoni Schirris and Andreas Pantelli
• Data-veillance in emerging media technologies. PhD project Daisy Zhang. With Theo Araujo, Sophie Boerman and Hanneke Hendriks

Research grants & honours

• My research has been funded by the American Academy of Advertising, Marketing Science Institute, the interdisciplinary Research Priority Area Humane AI, the Foundation for Scientific Research on Commercial Communication (SWOCC), the Research Priority Area Communication and The Digital Communication Methods Lab. NWO Veni and Vidi proposals were evaluated as ‘very good’.
• Most downloaded paper of the Journal of Advertising. Voorveld, H. A. M., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Downloaded 242646 times; cited 628 times (Nov 2022), https://www.tandfonline.com/action/showMostReadArticles?journalCode=ujoa20
• AMMA runner-up for best media research. The most important media awards handed out by MWG (media work group) 2019. Project conducted with Dentsu Aegis (digital media agency).Nomination for the paper: Voorveld, H. A. M., Araujo, T. B.  Bernritter, S. F., Rietberg, E. & Vliegenthart, R.  (2018). How Advertising in Offline Media Drives Reach of and Engagement with Brands on Facebook. International Journal of Advertising, 37(5), 785–805. 
• Runner up Outstanding article award Journal of Advertising (2018). for the paper: Voorveld, H. A. M., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38-54.
• Runner-up Insights Scientist of the Year award (theme: digital advertising).  2018. MOA (Expertise Center for Marketing-insights, Research & Analytics).
• ASCoR Baschwitz Young Researcher Award for the paper: Segijn, C. M., Voorveld, H. A. M., & Smit, E. G. (2017). An eye-tracking study into multiscreening: Viewing behavior, reporting, and effects. Human Communication Research, 3 (2), 295-314.
• ASCoR Baschwitz Young Researcher Award for the paper: Segijn, C. M., Voorveld, H. A. M., & Smit, E. G. (2016). The underlying mechanisms of multiscreening effects. Journal of Advertising, 45(4), 391-402.
• Jonge Haan 2014. Young talent award from the Genootschap voor Reclame (Society for Advertising) for a person (< 30 years) who brings innovative ideas to the advertising and marketing communication industry.

Cooperation with organisations and/or persons

I have collaborated with Dentsu Aegis,The Council for Research Excellence, and SPOT (the Dutch knowledge centre on TV advertising)

Courses

I am teaching in the Master and Research Master Communication Science at the University of Amsterdam.

In the Master track Persuasive Communication I am teaching on topics related to persuasive communication, marketing communication and media strategies. I am coordinating and teaching the elective Media Strategies. In the Masters’ elective Media Strategies I closely collaborate with several media- and communication agencies (e.g., MediaCom, OMD, Publicis). In small groups, students receive a briefing to develop a media plan for a real client (e.g., H&M, Starbucks, the Dutch Police). Students pitch their plans to the agencies. I am also supervising Master theses.

In the Research Master I am teaching Evaluating Professional research. Also, I am coordinator of the research internships and ASCoR participations

I was involved in the development of new track in the Research Master in Communication Science. The Research Master’s in Communication Science is a two-year MSc degree programme. The Professional track enables students to connect communication science theories and rigorous research methods to communication practice, as well as gain professional research experience by pursuing an internship in a professional communication organization.

PhD Supervision

I am currently supervising Daisy Zhang (promotor) and was co-promotor of Claire Segijn, Fabienne Rauwers, Carolin Ischen and Rene Haldborg Jorgensen.

My PhD’s have successfully published their work in leading journals and have won best student paper awards at international conferences and  the Annie Lang Dissertation Award 2018 from the Information Systems Division of the International Communication Association, as well as the Biennial Best Dissertation Award 2019 for the Mobile Communication Interest Group (Claire Segijn).

• I am the programme group director of the Persuasive Communication group leading 55+ scholars in their research and teaching. I try to be an approachable leader who tries to make the team and individual scholars thrive by actively promoting their personal growth and by creating a positive and productive work atmosphere. 
• I am programme manager Research Master since 2020. 
• I am Associate Editor Journal of Advertising since 2019. Journal of Advertising is the flagship journal in the field of persuasive communication (SSCI IF: 6.528, 5 year IF: 9.717, consistently ranked in the top 5 journals in Communication)
• I am a board member of the European Advertising Academy. 
• I was chair of the programme committee (opleidingscommissie, OC) (2016 - 2020). 
• I was programme group delegate for the ethical review of employee research in Persuasive Communication (September 2017- 2021).