Guda van Noort is Professor of Persuasion & New Media Technologies at the Department of Communication Science at the University of Amsterdam. Her research focuses on the new and unique characteristics of so-called new media. She examines the role of new media characteristics, such as interactivity, personalization and targeting, in the persuasion process of (marketing) communications. In recent projects, she investigated algorithmic persuasion effects, effective webcare strategies to counter online complaints, consumer responses to online behavioral advertising, and advertising campaigns in social network sites. Other studies focused on interactivity effects in brand websites, political websites, online games, and digital diplomacy in social media. Recent research initiatives focus on demystifying algorithmic persuasion.
I taught a great number of courses at the undergraduate and graduate level. Persuasive Strategies (English and Dutch), Media & Consumer behavior, Media & Advertising, and Pressure Cooker, I also supervise Master and Research Master theses, also for the International School of Humanities and Social Sciences, and BA internships; and I developed several courses such as Persuasion & Resistance, Marketing Communication, and Webcare .
Guda van Noort is the director of the Foundation for Scientific Research in Commercial Communication in the Netherlands (Stichting Wetenschappelijk Onderzoek Commerciële Communicatie, SWOCC), which is affiliated with the UvA's Department of Communication Science, since 2015. The objective of this foundation is to promote the interaction between research and professional practice by disseminating applicable scientific knowledge among communication professionals and initiating societally relevant research with regard to branding and communication.
A complete overview of my publications can be found in my CV.