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, and Media & Advertising, I also supervise Master and Resaerch Master theses, also for the Internationsl School fo Humanites and Social Sciences, and BA internships; and I developed several courses such as Persuasion & Resistance and Webcare .
A complete overview of my publications can be found in my CV.