Dr A.M. (Marthe) Möller
Assistant Professor of Entertainment Communication
Faculty of Social and Behavioural Sciences
CW : Youth & Media Entertainment
Area of expertise: media-induced connectedness, shared online experiences, user comments, online social influence, machine learning
Visiting address
- Nieuwe Achtergracht 166
- Room number: C10
Postal address
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Postbus 15791
1001 NG Amsterdam
Contact details
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Profile
A. Marthe Möller (PhD, 2021) is an Assistant Professor of Entertainment Communication at the Amsterdam School of Communication Research (ASCoR). In her work, Marthe studies how engaging in conversations with others online shapes individuals' experiences of media content and how this can ultimately foster interpersonal connectedness. She does this through experimental research and through the systematic analysis of media content using computational methods. Marthe is an affiliate member of the UvA Data Science Centre and a co-director of the Digital Communication Methods Lab.
Research methods
- Experimental research
- Content analysis
- Computational text analysis methods (CTAM)
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Teaching and PhD supervision
Teaching
Marthe's teaching primarily focuses on research methods. She teaches courses on, for example, experimentation and computational methods for data collection and analyses. Marthe supervises both bachelor and master theses. She is also the convener of one of the PhD clubs at ASCoR in which PhD candidates present, discuss and develop their research projects.
PhD supervision
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Publications
- refereed (13)
- professional (1)
- popular scientific (1)
- conference contributions (18)
- recognitions (6)
- doctoral thesis (1)
2026
- Wolfers, L. N., Liu, J., Lu, Y., Möller, A. M., Billedo, C. J., Sungur, H., & Sumter, S. R. (2026). For women only? A gendered view on media-based guilty pleasures. Psychology of Popular Media. Advance online publication. https://doi.org/10.1037/ppm0000657
2025
- Hoek, R. W., Möller, A. M., Helwegen, B., & Thijs, G. (2025). On the road to sustainability: Themes and strategies used by greenfluencers on Instagram and their impact on user engagement. Mass Communication and Society. Advance online publication. https://doi.org/10.1080/15205436.2025.2576918
Möller, A. M., & Strycharz, J. (2025). Searching for traces of Kama Muta: Examining viewers' responses to online videos. Entertainment Computing, 55, Article 101028. https://doi.org/10.1016/j.entcom.2025.101028 [details]
2024
- Möller, A. M., Vermeer, S. A. M., & Baumgartner, S. E. (2024). Cutting Through the Comment Chaos: A Supervised Machine Learning Approach to Identifying Relevant YouTube Comments. Social Science Computer Review, 42(1), 162-185. https://doi.org/10.1177/08944393231173895 [details]
- Trilling, D., Araujo, T., Kroon, A., Möller, A. M., Strycharz, J., & Vermeer, S. (2024). Computational Communication Science in a Digital Society. In T. Araujo, & P. Neijens (Eds.), Communication Research into the Digital Society: Fundamental Insights from the Amsterdam School of Communication Research (pp. 247-264). Amsterdam University Press. https://doi.org/10.1515/9789048560608-016 [details]
2023
- Möller, A. M., & Boukes, M. (2023). Online social environments and their impact on video viewers: The effects of user comments on entertainment experiences and knowledge gain during political satire consumption. New Media & Society, 25(5), 999-1022. https://doi.org/10.1177/14614448211015984 [details]
2022
- Möller, A. M., & Boukes, M. (2022). Satirizing the clothing industry on YouTube: How political satire and user comments jointly shape behavioral intentions. Media Psychology, 25(5), 724-739. https://doi.org/10.1080/15213269.2022.2066004 [details]
2021
- Möller, A. M., Baumgartner, S. E., Kühne, R., & Peter, J. (2021). Sharing the fun? How social information affects viewers’ video enjoyment and video evaluations. Human Communication Research, 47(1), 25-48. https://doi.org/10.1093/hcr/hqaa013 [details]
- Möller, A. M., Baumgartner, S. E., Kühne, R., & Peter, J. (2021). The effects of social information on the enjoyment of online videos: An eye tracking study on the role of attention. Media Psychology, 24(2), 214-235. https://doi.org/10.1080/15213269.2019.1679647 [details]
2020
- Möller, A. M., Kühne, R., Baumgartner, S. E., & Peter, J. (2020). A social identity perspective on the effect of social information on online video enjoyment. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 14(4), Article 6. https://doi.org/10.5817/CP2020-4-6 [details]
2019
- Möller, A. M., & Kühne, R. (2019). The effects of user comments on hedonic and eudaimonic entertainment experiences when watching online videos. Communications: The European Journal of Communication Research, 44(4), 427-446. https://doi.org/10.1515/commun-2018-2015 [details]
- Möller, A. M., Kühne, R., Baumgartner, S. E., & Peter, J. (2019). Exploring user responses to entertainment and political videos: An automated content analysis of YouTube. Social Science Computer Review, 37(4), 510-528. https://doi.org/10.1177/0894439318779336 [details]
2018
- de Vries, D. A., Möller, A. M., Wieringa, M. S., Eigenraam, A. W., & Hamelink, K. (2018). Social comparison as the thief of joy: Emotional consequences of viewing strangers' Instagram posts. Media Psychology, 21(2), 222-245. https://doi.org/10.1080/15213269.2016.1267647 [details]
2023
- Amsterdam School of Communication Research (2023). Response to the call for feedback on a planned Delegated Regulation on data access provided for in the Digital Services Act (DSA). University of Amsterdam, Amsterdam School of Communication Research. https://ec.europa.eu/info/law/better-regulation/have-your-say/initiatives/13817-Delegated-Regulation-on-data-access-provided-for-in-the-Digital-Services-Act/F3423477_en [details]
2025
- Möller, A. M. (2025). Do we really like what we like? How social influence processes shape our experiences when we are online. Web publication or website, In-Mind Magazine. https://www.in-mind.org/article/do-we-really-like-what-we-like-how-social-influence-processes-shape-our-experiences-when-we
2026
- Hensums, M., van Oosten, J. M. F., Möller, A. M., & Chen, Z. (2026). Online social norms and sexual aggression: An algorithm audit investigating the interplay of misogynistic beliefs and social media comments on non-consensual sexting among youth. Abstract from Etmaal van de Communicatiewetenschap 2026, Papendal, Netherlands.
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.
- Möller, A. M., & Strycharz, J. (2025). Searching for traces of Kama Muta: Examining viewers' responses to online videos. Paper presented at Etmaal van de Communicatiewetenschap 2025, Brugge, Belgium.
2024
- Ho, J. C., Möller, A. M., & Strycharz, J. (2024). Comparative media dataset from web crawl data. Abstract from Open Data Infrastructure for Social Science and Economic Innovations, Utrecht, Netherlands.
- Möller, A. M. (2024). What difference do comments really make? Finding the smallest meaningful difference in the entertainment experiences of online video viewers. Paper presented at Etmaal van de Communicatiewetenschap 2024, Rotterdam, Netherlands.
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.
2022
- Möller, A. M., & Boukes, M. (2022). Satirizing the clothing industry on YouTube: How political satire and user comments jointly shape behavioral intentions. Paper presented at Etmaal van de Communicatiewetenschap.
2021
- Möller, A. M., & Boukes, M. (2021). Watching infotainment "together": The effects of user comments on entertainment experiences and knowledge gain of political satire viewers. Paper presented at International Communication Association (ICA), United States.
2020
- Möller, A. M., Baumgartner, S. E., Kühne, R. J., & Peter, J. (2020). Sharing the fun? How social information affects viewers' video enjoyment and video evaluations. Abstract from Cyberspace International Conference, Brno, Czech Republic.
- Möller, A. M., Kühne, R. J., Baumgartner, S. E., & Peter, J. (2020). A social identity perspective on the effects of social information. Abstract from Etmaal van de Communicatiewetenschap 2020.
- Möller, A. M., Kühne, R. J., Baumgartner, S. E., & Peter, J. (2020). A social identity perspective on the effects of social information. Paper presented at International Communication Association (ICA), Gold Coast, Australia.
2019
- Möller, A. M., Baumgartner, S. E., Kühne, R. J., & Peter, J. (2019). Attention to user comments on YouTube: An eye tracking study. Abstract from Etmaal van de Communicatiewetenschap, Nijmegen.
- Möller, A. M., Baumgartner, S. E., Kühne, R. J., & Peter, J. (2019). Attention to user comments on YouTube: An eye tracking study. Poster session presented at International Communication Association (ICA), Washington, United States.
2018
- Möller, A. M., Baumgartner, S. E., Kühne, R. J., & Peter, J. (2018). Social information on YouTube. Poster session presented at 9th CAT MCIG Doctoral Consortium, Prague, Czech Republic.
- Möller, A. M., Kühne, R. J., Baumgartner, S. E., & Peter, J. (2018). Exploring user responses to entertainment and political videos: An automated content analysis of YouTube. Paper presented at Etmaal van de Communicatiewetenschap, Ghen, Belgium.
2017
- Möller, A. M. (2017). Through the looking-glass: The effects of user comments on entertainment experiences in response to an animated short film. Paper presented at Etmaal van de Communicatiewetenschap.
2016
- Wieringa, M. S., Eigenraam, A. W., Hamelink, K., Möller, A. M., & de Vries, D. (2016). Social comparison as the thief of joy: Emotional consequences of viewing strangers' Instagram posts. Abstract from Etmaal van de Communicatiewetenschap, Amsterdam, Netherlands.
Prize / grant
- Breves, P. & Möller, M. (2024). Seed Funding received for the project "All Eyes on Them".
- Möller, M. & Strycharz, J. (2023). Seed Funding received for the project "Moved to Comment".
- Möller, M. (2022). ASCoR Baschwitz Young Scholar Award.
- Möller, M. (2021). Van Reijmersdal Aspasia Fund Research Grant.
- Möller, M., Baumgartner, S. & Vermeer, S. (2021). Seed Funding received for the project "The Comment Relevance Detector".
Others
- van der Wal, A. (organiser), Boerman, S. (organiser), de Jong, C. (organiser), Hendriks, H. (organiser), Jonkman, J. (organiser), Mollen, S. (organiser), Möller, M. (organiser), van Straten, C. (organiser) & Vliegenthart, R. (organiser) (6-2-2020 - 7-2-2020). Etmaal van de Communicatiewetenschap, Amsterdam. In February 2020, ASCoR hosted the “Etmaal van de Communicatiewetenschap”, the annual conference for all communication science scholars in the (…) (organising a conference, workshop, ...). https://nefca.eu/etmaal/etmaal-van-de-communicatiewetenschap-2020/
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Ancillary activities
- No ancillary activities
Möller, A. M., & Strycharz, J. (2025). Searching for traces of Kama Muta: Examining viewers' responses to online videos. Entertainment Computing, 55, Article 101028.