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Dr B. (Brahim) Zarouali

Faculty of Social and Behavioural Sciences
CW : Persuasive Communication

Visiting address
  • Nieuwe Achtergracht 166
  • Room number:C8.00
Postal address
  • Postbus 15791
    1001 NG Amsterdam
Contact details
  • Bio

    Brahim is working as an Assistant Professor in Persuasive Communication at the University of Amsterdam, research institute ASCoR. His interests can be situated at the intersection of persuasive communication and new media technologies (e.g., recommendation algorithms and chatbots), with a specific focus on how these technologies shape individuals' views, attitudes, and behaviors. He -mainly- does this by adopting a media-effects approach, and by focusing on the broader -interdiscplinary- implications of these technologies on our society as a whole. Brahim is affiliated to the research initiative Information, Communication, and the Data Society (ICDS).

    He obtained his PhD degree in Communication Studies at the University of Antwerp (August 2018). The topic of his dissertation was how consumers interact with personalized advertising on social media from a persuasion perspective.


  • Publications


    • Zarouali, B., Boerman, S. C., & de Vreese, C. H. (2021). Is this recommended by an algorithm? The development and validation of the algorithmic media content awareness scale (AMCA-scale). Telematics and Informatics, 62, [101607].
    • Zarouali, B., Brosius, A., Helberger, N., & de Vreese, C. H. (2021). WhatsApp marketing: A study on WhatsApp brand communication and the role of trust in self-disclosure. International Journal of Communication, 15, 252-276.
    • Zarouali, B., Makhortykh, M., Bastian, M., & Araujo, T. (2021). Overcoming polarization with chatbot news? Investigating the impact of news content containing opposing views on agreement and credibility. European Journal of Communication, 36(1), 53-68. [details]
    • Zarouali, B., Poels, K., Ponnet, K., & Walrave, M. (2021). The influence of a descriptive norm label on adolescents’ persuasion knowledge and privacy-protective behavior on social networking sites. Communication Monographs, 88, 5-25.


    • Zarouali, B., Dobber, T., De Pauw, G., & de Vreese, C. H. (2020). Using a personality-profiling algorithm to investigate political microtargeting: assessing the persuasion effects of personality-tailored ads on social medi. Communication Research.
    • Zarouali, B., Verdoodt, V., Walrave, M., Poels, K., Ponnet, K., & Lievens, E. (2020). Adolescents’ advertising literacy and privacy protection strategies in the context of targeted advertising on social networking sites: Implications for regulation. Young Consumers, 21(3), 351-367. [details]


    • Leerssen, P., Ausloos, J., Zarouali, B., Helberger, N., & de Vreese, C. H. (2019). Platform ad archives: promises and pitfalls. Internet Policy Review, 8(4). [details]
    • Van den Broeck, E., Zarouali, B., & Poels, K. (2019). Chatbot advertising effectiveness: When does the message get through? Computers in Human Behavior, 98, 150-157. [details]
    • Zarouali, B., Poels, K., Walrave, M., & Ponnet, K. (2019). The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites. International Journal of Advertising, 38, 316-335.
    • Zarouali, B., Walrave, M., Ponnet, K., & Poels, K. (2019). Advertising literacy. In R. Hobbs, & P. Mihailidis (Eds.), The International Encyclopedia of Media Literacy (Vol. 1). (The Wiley Blackwell-ICA International Encyclopedias of Communication). Hoboken, NJ: Wiley Blackwell. [details]
    • Zarouali, B., de Pauw, P., Ponnet, K., Walrave, M., Poels, K., Cauberghe, V., & Hudders, L. (2019). Considering children’s advertising literacy from a methodological point of view: Past practices and future recommendations. Journal of Current Issues and Research in Advertising, 40, 196-213.


    • 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).
    • 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.
    • 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.


    • 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.
    • 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.


    • 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.



    • Vanwesenbeeck, I., De Jans, S., Zarouali, B., & De Pauw, P. (2017). Investigating the effectiveness of advertising cues. AdLit SBO.
    • 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.


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


    • Kruikemeier, S., Vermeer, S. A. M., Metoui, N., Dobber, T., & Zarouali, B. (2021). (Tar)getting you: Understanding how political actors use microtargeted messages. Paper presented at International Communication Association (ICA), United States.


    • Zarouali, B. (2020). Best Article Award in Journal of Current Issues and Research in Advertising.
    • Zarouali, B. (2020). Top Dissertation Award in the CAM Division at the 75th International Communication Association.
    • Zarouali, B. (2017). Best Paper Award.
    • Zarouali, B. (2017). Personal invitation by His Majesty the King (at the Royal Palace in Brussels).


    • van Noort, G. (organiser), Boerman, S. (organiser) & Zarouali, B. (organiser) (22-11-2019). NeFCA Algorithmic Persuasion Event, Amsterdam (organising a conference, workshop, ...).


    • Zarouali, B. (2018). Adolescents' interactions with targeted advertising on social networking sites: Investigating individual, situational and social factors.
    This list of publications is extracted from the UvA-Current Research Information System. Questions? Ask the library or the Pure staff of your faculty / institute. Log in to Pure to edit your publications. Log in to Personal Page Publication Selection tool to manage the visibility of your publications on this list.
  • Ancillary activities
    No known ancillary activities