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Q. (Quyang) Zhao

Faculty of Social and Behavioural Sciences
CW : Persuasive Communication
Area of expertise: Algorithmic Persuasion, Human-Machine Communication, Media Psychology and Effects, (Virtual) Influencer Marketing
Photographer: Sander en Bastiaan
Visiting address
  • Nieuwe Achtergracht 166
Postal address
  • Postbus 15791
    1001 NG Amsterdam
Contact details
Social media
  • Profile

    Quyang is a PhD candidate at the Amsterdam School of Communication Research (ASCoR), currently working on her PhD project "Algorithmic Persuasion on TikTok: A Differential Vulnerability Perspective". She is supervised by Dr. H.A.M. (Hilde) Voorveld, Dr. J. (Joanna) Strycharz, and Dr. C.S. (Corine) Meppelink.

    She completed a research master’s degree in Communication Science (Academic Track, Cum Laude) at the University of Amsterdam, and worked as a teaching assistant in Computational Social Science at the University of Amsterdam. 

    Other Links

  • Research

    Research methods

    • Experimentation
    • Survey
    • Eye-tracking
    • Data Donation

    Current research projects

    • Algorithmic Persuasion on TikTok: A Differential Vulnerability Perspective | In this project, we investigate how commercial companies and brands use TikTok algorithms to persuade young people, and covertly exploit the vulnerabilities of specific individuals by influencing their thoughts, feelings, and behaviour. Using innovative mixed-methods (eye-tracking, data donation, survey, and experiment), we examine who is most frequently exposed to algorithmic persuasion, how different groups cope with and are affected by it, and how to design and test remedies that help users cope and reduce negative consequences.
    • Diverse Representation in (Virtual) Influencer Marketing | In this project, we investigate the role of influencer diversity on people’s dual attitudes using both the laboratory experiment and experience sampling method. 

    Research grants

    • 2025 Digicomlab Thesis Grant (Amsterdam School of Communication Research, University of Amsterdam)
    • 2025 ICORIA Student Grant (European Advertising Academy)
  • Publications

    2026

    • Zhao, Q., Breves, P. L., van Berlo, Z. M. C., & Strycharz, J. (2026). How do influencer diversity and virtuality shape dual attitudes? From parasocial interactions to parasocial relationships. Abstract from 76th Annual Conference of the International Communication Association (ICA), Cape Town, South Africa.
    • Zhao, Q., van Berlo, Z. M. C., Breves, P. L., & Strycharz, J. (2026). Diversity representation in influencer marketing and the role of influencer virtuality. Abstract from Etmaal van de Communicatiewetenschap 2026, Papendal, Netherlands.

    2025

    • Breves, P. L., Zhao, Q., & van Berlo, Z. M. C. (2025). The development and effects of parasocial relationships with virtual vs. human influencers: An experience sampling study. Paper presented at International conference on research in advertising, Rotterdam, Netherlands.

    Prize / grant

    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
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