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USD 150 /hr
Hire Dr. Brahim Z.
Belgium
USD 150 /hr

Professor in Digital Media | Expert in Online Persuasion, Digitalization & Marketing | Data Analyst (R & SPSS) | 10y exp

Profile Summary
Subject Matter Expertise
Services
Writing Clinical Trial Documentation, Non-Medical Regulatory Writing, Copywriting, Creative Writing, Newswriting, General Proofreading & Editing, Translation
Research Market Research, User Research, Feasibility Study, Technology Scouting, Fact Checking, Gap Analysis, Scientific and Technical Research, Systematic Literature Review, Secondary Data Collection
Consulting Business Strategy Consulting, Digital Strategy Consulting, Scientific and Technical Consulting
Work Experience

Assistant Professor

KU Leuven

- Present

Education

Doctor in Communication Science

University of Antwerp

August 2014 - August 2018

Masters (Science)

University of Antwerp

June 2010 - June 2014

Certifications

  • PhD in Communication Science

    University of Antwerp

    August 2014 - August 2018

Publications
JOURNAL ARTICLE
Brahim Zarouali (2025). The contextual interplay between advertising and online disinformation: How brands suffer from and amplify deceptive content . Communications.
The Effect of an X Forewarning on the Detection and Likelihood to Follow a Social Bot, and the Moderating Role of Mutual Friends and Privacy Concerns @article{Wittner_Franckx_2024, title={The Effect of an X Forewarning on the Detection and Likelihood to Follow a Social Bot, and the Moderating Role of Mutual Friends and Privacy Concerns}, volume={52}, ISSN={1875-7286}, url={http://dx.doi.org/10.5117/tcw2024.3.004.witt}, DOI={10.5117/tcw2024.3.004.witt}, number={3}, journal={Tijdschrift voor Communicatiewetenschap}, publisher={Amsterdam University Press}, author={Wittner Franckx, Lucie and Zarouali, Brahim and Schmuck, Desirée}, year={2024}, month=jul, pages={326–349} } . Tijdschrift voor Communicatiewetenschap.
Human-Machine Communication @article{Zarouali_2024, title={Human-Machine Communication: Gastredacteuren}, volume={52}, ISSN={1875-7286}, url={http://dx.doi.org/10.5117/tcw2024.3.001.zaro}, DOI={10.5117/tcw2024.3.001.zaro}, number={3}, journal={Tijdschrift voor Communicatiewetenschap}, publisher={Amsterdam University Press}, author={Zarouali, Brahim and Antheunis, Marjolijn and van der Goot, Margot}, year={2024}, month=jul, pages={263–266} } . Tijdschrift voor Communicatiewetenschap.
Brahim Zarouali (2024). People's Intentions to Use Metaverse Technology: Investigating the Role of Gratifications and Perceptions . PRESENCE: Virtual and Augmented Reality.
Brahim Zarouali, Tom Dobber, Jurrian Schreuder (2024). Personality and susceptibility to political microtargeting: A comparison between a machine-learning and self-report approach . Computers in Human Behavior.
Brahim Zarouali, Theo Araujo, Jakob Ohme, Claes de Vreese (2024). Comparing Chatbots and Online Surveys for (Longitudinal) Data Collection: An Investigation of Response Characteristics, Data Quality, and User Evaluation . Communication Methods and Measures.
The blind spot in data donations: who is (not) willing to donate digital data in social scientific research @article{Joanna_Strycharz_2024, title={The blind spot in data donations: who is (not) willing to donate digital data in social scientific research}, volume={6}, ISSN={2665-9085}, url={http://dx.doi.org/10.5117/ccr2024.2.3.stry}, DOI={10.5117/ccr2024.2.3.stry}, number={2}, journal={Computational Communication Research}, publisher={Amsterdam University Press}, author={Joanna Strycharz and Corine Meppelink and Brahim Zarouali and Theo Araujo and Hilde Voorveld}, year={2024}, month=jan, pages={1} } . Computational Communication Research.
Schadelijke content en toegang tot recht op onlineplatforms @article{van_Duin_2023, title={Schadelijke content en toegang tot recht op onlineplatforms: Een empirisch onderzoek naar ervaringen en behoeftes van benadeelden}, volume={31}, ISSN={0929-8649}, url={http://dx.doi.org/10.5553/tcr/092986492023031002001}, DOI={10.5553/tcr/092986492023031002001}, number={2}, journal={Tijdschrift voor Civiele Rechtspleging}, publisher={Koninklijke Boom uitgevers}, author={van Duin, Anna and Appelman, Naomi and Zarouali, Brahim and Kosian, Max}, year={2023}, month=may, pages={31–39} } . Tijdschrift voor Civiele Rechtspleging.
Frequencies, Drivers, and Solutions to News Non-Attendance: Investigating Differences Between Low News Usage and News (Topic) Avoidance with Conversational Agents <head> <META HTTP-EQUIV="Refresh" CONTENT="0;URL=/servlet/useragent"> </head> . Journalism Studies.
Exploring people’s perceptions and support of data-driven technology in times of COVID-19: the role of trust, risk, and privacy concerns <head> <META HTTP-EQUIV="Refresh" CONTENT="0;URL=/servlet/useragent"> </head> . Behaviour & Information Technology.
The algorithmic persuasion framework in online communication: conceptualization and a future research agenda <head> <META HTTP-EQUIV="Refresh" CONTENT="0;URL=/servlet/useragent"> </head> . Internet Research.
(Tar)getting you: The use of online political targeted messages on Facebook <head> <META HTTP-EQUIV="Refresh" CONTENT="0;URL=/servlet/useragent"> </head> . Big Data & Society.
Investigating Algorithmic Misconceptions in a Media Context: Source of a New Digital Divide? @article{Zarouali_2021, title={Investigating Algorithmic Misconceptions in a Media Context: Source of a New Digital Divide?}, volume={9}, ISSN={2183-2439}, url={http://dx.doi.org/10.17645/mac.v9i4.4090}, DOI={10.17645/mac.v9i4.4090}, number={4}, journal={Media and Communication}, publisher={Cogitatio}, author={Zarouali, Brahim and Helberger, Natali and De Vreese, Claes H.}, year={2021}, month=nov, pages={134–144} } . Media and Communication.
Is this recommended by an algorithm? The development and validation of the algorithmic media content awareness scale (AMCA-scale) @article{Zarouali_2021, title={Is this recommended by an algorithm? The development and validation of the algorithmic media content awareness scale (AMCA-scale)}, volume={62}, ISSN={0736-5853}, url={http://dx.doi.org/10.1016/j.tele.2021.101607}, DOI={10.1016/j.tele.2021.101607}, journal={Telematics and Informatics}, publisher={Elsevier BV}, author={Zarouali, Brahim and Boerman, Sophie C. and de Vreese, Claes H.}, year={2021}, month=sep, pages={101607} } . Telematics and Informatics.
Overcoming polarization with chatbot news? Investigating the impact of news content containing opposing views on agreement and credibility <head> <META HTTP-EQUIV="Refresh" CONTENT="0;URL=/servlet/useragent"> </head> . European Journal of Communication.
The influence of a descriptive norm label on adolescents’ persuasion knowledge and privacy-protective behavior on social networking sites <head> <META HTTP-EQUIV="Refresh" CONTENT="0;URL=/servlet/useragent"> </head> . Communication Monographs.
Using a Personality-Profiling Algorithm to Investigate Political Microtargeting: Assessing the Persuasion Effects of Personality-Tailored Ads on Social Media @article{Zarouali_2020, title={Using a Personality-Profiling Algorithm to Investigate Political Microtargeting: Assessing the Persuasion Effects of Personality-Tailored Ads on Social Media}, volume={49}, ISSN={1552-3810}, url={http://dx.doi.org/10.1177/0093650220961965}, DOI={10.1177/0093650220961965}, number={8}, journal={Communication Research}, publisher={SAGE Publications}, author={Zarouali, Brahim and Dobber, Tom and De Pauw, Guy and de Vreese, Claes}, year={2020}, month=oct, pages={1066–1091} } . Communication Research.
Adolescents’ advertising literacy and privacy protection strategies in the context of targeted advertising on social networking sites: implications for regulation @article{Zarouali_2020, title={Adolescents’ advertising literacy and privacy protection strategies in the context of targeted advertising on social networking sites: implications for regulation}, volume={21}, ISSN={1747-3616}, url={http://dx.doi.org/10.1108/yc-04-2020-1122}, DOI={10.1108/yc-04-2020-1122}, number={3}, journal={Young Consumers}, publisher={Emerald}, author={Zarouali, Brahim and Verdoodt, Valerie and Walrave, Michel and Poels, Karolien and Ponnet, Koen and Lievens, Eva}, year={2020}, month=aug, pages={351–367} } . Young Consumers.
Platform ad archives: promises and pitfalls @article{Leerssen_2019, title={Platform ad archives: promises and pitfalls}, volume={8}, ISSN={2197-6775}, url={http://dx.doi.org/10.14763/2019.4.1421}, DOI={10.14763/2019.4.1421}, number={4}, journal={Internet Policy Review}, publisher={Internet Policy Review, Alexander von Humboldt Institute for Internet and Society}, author={Leerssen, Paddy and Ausloos, Jef and Zarouali, Brahim and Helberger, Natali and de Vreese, Claes H.}, year={2019}, month=oct } . Internet Policy Review.
Chatbot advertising effectiveness: When does the message get through? @article{Van_den_Broeck_2019, title={Chatbot advertising effectiveness: When does the message get through?}, volume={98}, ISSN={0747-5632}, url={http://dx.doi.org/10.1016/j.chb.2019.04.009}, DOI={10.1016/j.chb.2019.04.009}, journal={Computers in Human Behavior}, publisher={Elsevier BV}, author={Van den Broeck, Evert and Zarouali, Brahim and Poels, Karolien}, year={2019}, month=sep, pages={150–157} } . Computers in Human Behavior.
Considering Children’s Advertising Literacy From a Methodological Point of View: Past Practices and Future Recommendations @article{Zarouali_2018, title={Considering Children’s Advertising Literacy From a Methodological Point of View: Past Practices and Future Recommendations}, volume={40}, ISSN={2164-7313}, url={http://dx.doi.org/10.1080/10641734.2018.1503109}, DOI={10.1080/10641734.2018.1503109}, number={2}, journal={Journal of Current Issues &amp; Research in Advertising}, publisher={Informa UK Limited}, author={Zarouali, Brahim and de Pauw, Pieter and Ponnet, Koen and Walrave, Michel and Poels, Karolien and Cauberghe, Verolien and Hudders, Liselot}, year={2018}, month=sep, pages={196–213} } . Journal of Current Issues &amp; Research in Advertising.
Predicting Consumer Responses to a Chatbot on Facebook @article{Zarouali_2018, title={Predicting Consumer Responses to a Chatbot on Facebook}, volume={21}, ISSN={2152-2723}, url={http://dx.doi.org/10.1089/cyber.2017.0518}, DOI={10.1089/cyber.2017.0518}, number={8}, journal={Cyberpsychology, Behavior, and Social Networking}, publisher={Mary Ann Liebert Inc}, author={Zarouali, Brahim and Van den Broeck, Evert and Walrave, Michel and Poels, Karolien}, year={2018}, month=aug, pages={491–497} } . Cyberpsychology, Behavior, and Social Networking.
“Everything under control?”: Privacy control salience influences both critical processing and perceived persuasiveness of targeted advertising among adolescents @article{Zarouali_2018, title={“Everything under control?”: Privacy control salience influences both critical processing and perceived persuasiveness of targeted advertising among adolescents}, volume={12}, ISSN={1802-7962}, url={http://dx.doi.org/10.5817/cp2018-1-5}, DOI={10.5817/cp2018-1-5}, number={1}, journal={Cyberpsychology: Journal of Psychosocial Research on Cyberspace}, publisher={Masaryk University Press}, author={Zarouali, Brahim and Poels, Karolien and Ponnet, Koen and Walrave, Michel}, year={2018}, month=jul } . Cyberpsychology: Journal of Psychosocial Research on Cyberspace.
‘You talking to me?’ The influence of peer communication on adolescents’ persuasion knowledge and attitude towards social advertisements @article{Zarouali_2018, title={‘You talking to me?’ The influence of peer communication on adolescents’ persuasion knowledge and attitude towards social advertisements}, volume={37}, ISSN={1362-3001}, url={http://dx.doi.org/10.1080/0144929x.2018.1458903}, DOI={10.1080/0144929x.2018.1458903}, number={5}, journal={Behaviour &amp; Information Technology}, publisher={Informa UK Limited}, author={Zarouali, Brahim and Poels, Karolien and Walrave, Michel and Ponnet, Koen}, year={2018}, month=apr, pages={502–516} } . Behaviour &amp; Information Technology.
The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites @article{Zarouali_2018, title={The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites}, volume={38}, ISSN={1759-3948}, url={http://dx.doi.org/10.1080/02650487.2017.1419416}, DOI={10.1080/02650487.2017.1419416}, number={2}, journal={International Journal of Advertising}, publisher={Informa UK Limited}, author={Zarouali, Brahim and Poels, Karolien and Walrave, Michel and Ponnet, Koen}, year={2018}, month=jan, pages={316–335} } . International Journal of Advertising.
“Do you like cookies?” Adolescents' skeptical processing of retargeted Facebook-ads and the moderating role of privacy concern and a textual debriefing @article{Zarouali_2017, title={“Do you like cookies?” Adolescents’ skeptical processing of retargeted Facebook-ads and the moderating role of privacy concern and a textual debriefing}, volume={69}, ISSN={0747-5632}, url={http://dx.doi.org/10.1016/j.chb.2016.11.050}, DOI={10.1016/j.chb.2016.11.050}, journal={Computers in Human Behavior}, publisher={Elsevier BV}, author={Zarouali, Brahim and Ponnet, Koen and Walrave, Michel and Poels, Karolien}, year={2017}, month=apr, pages={157–165} } . Computers in Human Behavior.
Shedding New Light on How Advertising Literacy Can Affect Children's Processing of Embedded Advertising Formats: A Future Research Agenda @article{Hudders_2017, title={Shedding New Light on How Advertising Literacy Can Affect Children’s Processing of Embedded Advertising Formats: A Future Research Agenda}, volume={46}, ISSN={1557-7805}, url={http://dx.doi.org/10.1080/00913367.2016.1269303}, DOI={10.1080/00913367.2016.1269303}, number={2}, journal={Journal of Advertising}, publisher={Informa UK Limited}, author={Hudders, Liselot and De Pauw, Pieter and Cauberghe, Veroline and Panic, Katarina and Zarouali, Brahim and Rozendaal, Esther}, year={2017}, month=jan, pages={333–349} } . Journal of Advertising.
Online reclamewijsheid bij kinderen @article{Zarouali_2016, title={Online reclamewijsheid bij kinderen: Herkennen en begrijpen van reclamebanners en de rol van need for cognition en reclamewijsheidslessen}, volume={44}, ISSN={1875-7286}, url={http://dx.doi.org/10.5117/2016.044.001.003}, DOI={10.5117/2016.044.001.003}, number={1}, journal={Tijdschrift voor Communicatiewetenschap}, publisher={Amsterdam University Press}, author={Zarouali, Brahim and Walrave, Michel and Poels, Karolien and Ponnet, Koen and Vanwesenbeeck, Ini}, year={2016}, month=mar } . Tijdschrift voor Communicatiewetenschap.