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Guda van Noort is a Full Professor of Persuasion & New Media Technologies at the University of Amsterdam, where her research centers on the unique characteristics of new media and their implications for marketing communication. She explores the roles of interactivity, personalization, and targeting within the persuasion process, investigating how these factors can be leveraged effectively in both advertising and online behavior. Additionally, her work examines algorithmic persuasion effects and effective strategies for webcare, focusing on how consumers respond to online behavioral advertising and advertising campaigns on social media platforms. Van Noort has led several projects aimed at demystifying algorithmic persuasion and its impact on consumer perception and interaction with brands. She has also held leadership roles, including being the director of the Foundation for Scientific Research in Commercial Communication (Stichting Wetenschappelijk Onderzoek Commerciële Communicatie, SWOCC), contributing to the promotion of research that bridges the gap between scientific knowledge and practical application in the communications field. Furthermore, she has developed and coordinated various courses across bachelor and master's levels, emphasizing topics such as Persuasion & Resistance, Marketing Communication, and Media Strategies.
University of Amsterdam • Amsterdam, Netherlands
Teaching and research on the implications of new media in marketing communication, focusing on aspects such as persuasion and algorithmic strategies.
Includes departments like Economics, Business Administration, Finance, and Marketing.