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.