For best experience please turn on javascript and use a modern browser!
You are using a browser that is no longer supported by Microsoft. Please upgrade your browser. The site may not present itself correctly if you continue browsing.

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

    2022

    • Zarouali, B., Boerman, S. C., Voorveld, H. A. M., & van Noort, G. (2022). The Algorithmic Persuasion Framework in online communication: conceptualization and a future research agenda. Internet Research. https://doi.org/10.1108/INTR-01-2021-0049
    • Zarouali, B., Strycharz, J., Helberger, N., & de Vreese, C. (2022). Exploring people’s perceptions and support of data-driven technology in times of COVID-19: the role of trust, risk, and privacy concerns. Behaviour and Information Technology. https://doi.org/10.1080/0144929X.2021.2022208

    2021

    2020

    • 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. https://doi.org/10.1177/0093650220961965
    • 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. https://doi.org/10.1108/YC-04-2020-1122 [details]

    2019

    • Leerssen, P., Ausloos, J., Zarouali, B., Helberger, N., & de Vreese, C. H. (2019). Platform ad archives: promises and pitfalls. Internet Policy Review, 8(4). https://doi.org/10.14763/2019.4.1421 [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. https://doi.org/10.1016/j.chb.2019.04.009 [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. https://doi.org/10.1080/02650487.2017.1419416
    • 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. https://doi.org/10.1002/9781118978238.ieml0006 [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. https://doi.org/10.1080/10641734.2018.1503109

    2018

    • 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). https://doi.org/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. https://doi.org/10.1080/0144929X.2018.1458903
    • 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. https://doi.org/10.1089/cyber.2017.0518

    2017

    • 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. https://doi.org/10.1080/00913367.2016.1269303
    • 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. https://doi.org/10.1016/j.chb.2016.11.050

    2016

    • 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-+.
    • Zarouali, B., Walrave, M., Poels, K., Ponnet, K., & Vanwesenbeeck, I. (2016). Online reclamewijsheid bij kinderen: Herkennen en begrijpen van reclamebanners en de rol van need for cognition en reclamewijsheidslessen. Tijdschrift voor Communicatiewetenschap, 44, 24-45.

    2015

    • 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.

    2020

    2021

    • Zarouali, B. (2021). Is politieke microtargeting op basis van algoritmes een effectief recept? In Y. M. van Everdingen (Ed.), MOA topic of the year 2021: Tools for capturing information to improve business insights MOA. https://moa.nl/content/bronnen/moa-topic-of-the-year.html
    • Zarouali, B., Voorveld, H. A. M., Strycharz, J., Smink, A. R., Boerman, S. C., & van Noort, G. (2021). Algorithmic advertising. In Marketingfacts Jaarboek (pp. 168-183). Marketingfacts B.V..

    2017

    • 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.

    2015

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

    2021

    • 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.

    Award

    • Zarouali, B. (2021). MOA Award for “Insights Scientist of the Year” (ranked 3rd place).
    • Zarouali, B. (2021). De Jonge Haan Award 2021.
    • 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).

    Others

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

    2018

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

    2021

    • Zarouali, B., Poels, K., Walrave, M. & Ponnet, K. (1-1-2021). The influence of a descriptive norm label on adolescents’ persuasion knowledge and privacy-protective behavior on social networking sites. figshare Academic Research System. https://doi.org/10.6084/m9.figshare.12852630.v2

    2020

    • Zarouali, B., Makhortykh, M., Bastian, M. & Araujo, T. (1-1-2020). APPENDIX – Supplemental material for Overcoming polarization with chatbot news? Investigating the impact of news content containing opposing views on agreement and credibility. figshare SAGE Publications. https://doi.org/10.25384/sage.12673040.v1
    • de Vreese, C., Dobber, T., De Pauw, G. & Zarouali, B. (1-1-2020). Using a Personality-Profiling Algorithm to Investigate Political Microtargeting: Assessing the Persuasion Effects of Personality-Tailored Ads on Social Media. figshare SAGE Publications. https://doi.org/10.25384/sage.c.5181914.v1
    • De Pauw, G., Zarouali, B., Dobber, T. & de Vreese, C. (1-1-2020). Online_appendix – Supplemental material for Using a Personality-Profiling Algorithm to Investigate Political Microtargeting: Assessing the Persuasion Effects of Personality-Tailored Ads on Social Media. figshare SAGE Publications. https://doi.org/10.25384/sage.13122332.v1
    • Zarouali, B., Araujo, T., Bastian, M. & Makhortykh, M. (1-1-2020). Overcoming polarization with chatbot news? Investigating the impact of news content containing opposing views on agreement and credibility. figshare SAGE Publications. https://doi.org/10.25384/sage.c.5067083.v1
    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 ancillary activities
edit contact information   edit profile page