Dr B. (Brahim) Zarouali

  • Faculty of Social and Behavioural Sciences
    CW : Political Communication & Journalism
  • Visiting address
    REC BC
    Nieuwe Achtergracht 166  
  • Postal address:
    Postbus  15791
    1001 NG  Amsterdam
  • b.zarouali@uva.nl


Brahim is working as a postdoctoral researcher at the University of Amsterdam, research institute ASCoR. His interest can be situated in the persuasion processes and effects of personalised communication through ICT's. He is currently affiliated to the Personalised Communication project (supervised by prof. dr. Claes de Vreese and prof. dr. Natali Helberger) to work in this area.

In August 2018, he obtained his PhD degree in Communication Studies at the University of Antwerp. The topic of his dissertation was how consumers interact with targeted advertising on social media from a persuasion perspective.



  • Zarouali, B., Walrave, M., Poels, K., & Ponnet, K. (Accepted/In press). Advertising Literacy. In R. Hobbs, & P. Mihailidis (Eds.), The International Encyclopedia of Media Literacy


  • Zarouali, B., de Pauw, P., Ponnet, K., Walrave, M., Poels, K., Cauberghe, V., & Hudders, L. (2018). Considering children’s advertising literacy from a methodological point of view: Past practices and future recommendations. Journal of Current Issues and Research in Advertising. DOI: 10.1080/10641734.2018.1503109 
  • Zarouali, B., Van den Broeck, E., Walrave, M., & Poels, K. (2018). Predicting consumer responses to a chatbot on facebook. Cyberpsychology, Behavior, and Social Networking, 21, 491-497. DOI: 10.1089/cyber.2017.0518 
  • Zarouali, B., Poels, K., Walrave, M., & Ponnet, K. (2018). The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites. International Journal of Advertising. DOI: 10.1080/02650487.2017.1419416 
  • Zarouali, B., Poels, K., Ponnet, K., & Walrave, M. (2018). "Everything under control?": Privacy control salience influences both critical processing and perceived persuasiveness of targeted advertising among adolescents. Cyberpsychology, 12(1). DOI: 10.5817/CP2018-1-5 
  • Zarouali, B., Poels, K., Walrave, M., & Ponnet, K. (2018). "You talking to me?' The influence of peer communication on adolescents' persuasion knowledge and attitude towards social advertisements. Behavior and Information Technology, 37(5), 502-516. DOI: 10.1080/0144929X.2018.1458903 


  • Zarouali, B., Ponnet, K., Walrave, M., & Poels, K. (2017). "Do you like cookies?" Adolescents' skeptical processing of retargeted Facebook-ads and the moderating role of privacy concern and a textual debriefing. Computers in Human Behavior, 69, 157-165. DOI: 10.1016/j.chb.2016.11.050 
  • Hudders, L., De Pauw, P., Cauberghe, V., Panic, K., Zarouali, B., & Rozendaal, E. (2017). Shedding new light on how advertising literacy can affect children's processing of embedded advertising formats: A future research agenda. Journal of Advertising, 46(2), 333-349. DOI: 10.1080/00913367.2016.1269303 


  • Zarouali, B., Walrave, M., Poels, K., Ponnet, K., & Vanwesenbeeck, I. (2016). Children's advertising literacy: Recognition and understanding of banners and the role of need for cognition and advertising literacy classes. Tijdschrift voor Communicatiewetenschap, 44(1), 24-+.


  • Walrave, M., Van Ouytsel, J., Zarouali, B., Ponnet, K., & Poels, K. (2015). Hoe kinderen en jongeren omgaan met marketing op sociale media. In E. Lievens, E. Wauters, & P. Valcke (Eds.), Sociale media anno 2015: actuele juridische aspecten (pp. 63-89). Antwerpen: Intersentia.


  • Zarouali, B., De Pauw, P., De Jans, S., & Vanwesenbeeck, I. (2017). Improving minor's advertising literacy by 'cueing': a report in the framework of the AdLit SBO research project. AdLit SBO.
  • Vanwesenbeeck, I., De Jans, S., Zarouali, B., & De Pauw, P. (2017). Investigating the effectiveness of advertising cues. AdLit SBO.


  • Zarouali, B., & De Pauw, P. (2015). Mediabezit en -gebruik bij minderjarigen. AdLit SBO.


  • Zarouali, B. (2017). Best Paper Award.
  • Zarouali, B. (2017). Personal invitation by His Majesty the King (at the Royal Palace in Brussels).

  • Zarouali, B. (2018). Adolescents' interactions with targeted advertising on social networking sites: Investigating individual, situational and social factors

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