Virtual Reality (VR) is increasingly used for collaborative learning in education. To navigate these virtual learning environments, people use avatars. Understanding how people perceive avatars, and treat them humanly, is crucial for designing inclusive virtual learning environments. This study examines …

Brands are increasingly incorporating social causes into their campaigns to address significant matters. In this context, social media is seen as a pivotal platform, as it has been a driving force behind public engagement and action, and hence the broader recognition of societal issues. For brands that …

Ad creativity, based on the originality, meaningfulness, and craftsmanship of a brand message, is widely studied as an important mechanism of advertising success. These studies are based on practitioners’ and consumers’ creativity assessments. The purpose of this study is to evaluate the creativity assessments …

In de samenleving wordt steeds meer naar organisaties gekeken om hun rol te pakken in maatschappelijke kwesties. Ondanks goede bedoelingen komt het regelmatig voor dat organisaties met een purpose onder vuur komen te liggen als zij communiceren over hun maatschappelijke betrokkenheid. Dit whitepaper …

This dissertation consists of five studies, addressing the shortcomings in the advertising literature regarding topical advertising, timing, ad creativity, and the role of timing in ad creativity.

Research has showed that aligning brand messages with topical events is a success formula for evoking positive consumer responses, in which ad creativity (i.e., originality, meaningfulness, and craftsmanship) and timing (i.e., the time between the start of an event and the appearance of a Topical Advertising …

“One Planet. One Health”: het is de purpose van Danone, één van de grootste voedingsmiddelbedrijven ter wereld, om te zorgen voor meer gezonde en duurzame eet- en drinkgewoonten. Naast Danone zijn er vele merken die een maatschappelijke ambitie nastreven èn daarover communiceren naar hun stakeholders. …

Presentation for the 2021 International Communication Association Conference. Together with Tilburg University and Rotterdam University of Applied Sciences, we investigated if and how telepresence robots affect between-student cooperation. Telepresence robots are robots that absent students can communicate …

Facebook en Twitter worden gebruikt door mensen om op de hoogte te blijven van de actualiteit. Het zijn sociale media platformen die worden gekenmerkt door hun nieuwswaarde. Merken proberen aan deze behoefte te voldoen door in te springen op actuele gebeurtenissen, zoals de Amerikaanse verkiezingsuitslag, …

A challenge in digital content marketing is to create meaningful messages on meaningful moments. To do so, brands frequently align social media messages with topical moments, also known as Real-time Marketing (RTM). While RTM aims to make meaningful connections, the creative development is subject to …