Guda van Noort's research focuses on the new and unique characteristics of new media. She studies the role of these new media characteristics in the persuasiveness of marketing communications. Technologies and new media, such as augmented and virtual reality, chat bots, social media and mobile apps, greatly influence our daily lives. They not only change how we as humans interact, but also how consumers and organisations communicate with each other.

As a professor, Van Noort will carry out research into the power of new media and technologies to change the cognitions, attitudes, convictions and behaviour of consumers and other media users. These technologies deploy data, including Big Data, and artificial intelligence to influence consumers (through algorithms), virtual and augmented reality, social media, mobile apps, and conversational agents. Van Noort's chair will deal with the uses and the effects of intentional attempts to persuade consumers through these new media and technologies, as well as the underlying communicative, psychological and social processes. The emphasis will not only be on the opportunities, but also on the challenges (drawbacks) of new media, including normative concern. The objective of Van Noort's teaching and research will be to test and develop communication theories to obtain insights into the role of new media and technologies in marketing communications. 

About Guda van Noort

Van Noort has worked at the UvA since 2007, first as an assistant professor and, since 2015, as an associate professor of Persuasive Communication. In addition, she has served as the director of the Foundation for Scientific Research in Commercial Communication in the Netherlands (Stichting Wetenschappelijk Onderzoek Commerciële Communicatie, SWOCC), which is affiliated with the UvA's Department of Communication Science, since 2015. The objective of this foundation is to promote the interaction between research and professional practice by disseminating applicable scientific knowledge among communication professionals and initiating societally relevant research with regard to branding and communication. Van Noort is affiliated with Tilburg University's Center for Cognition and Communication as an honorary research associate. In 2008, Van Noort obtained a doctorate from Vrije Universiteit Amsterdam for her research into online consumer behaviour.

Van Noort is a proponent of research projects in collaboration with professional practice. Recently, she was awarded a scholarship by the Netherlands Organisation for Scientific Research (NWO) as part of its Creative Industry Flagships programme. Van Noort has published extensively in a variety of international peer-reviewed journals, including theInternational Journal of Advertising,Journal of Interactive Marketing, Computers in Human Behaviorand other leading journals in the fields of advertising, marketing and mediated communication.