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.