Name: Eva van Reijmersdal
PhD: 2007, University of Amsterdam
MSc: 2002, University of Amsterdam, Cum Laude
Interests: My research focuses on the effects of branded content on audience reactions, such as audience understanding of the commercial nature of these formats, audience appreciation of branded content and effects (brand recall, brand attitudes, brand image, purchase intention). I have studied several types of such mixtures between advertising and editorial content, for example brand placement, advertorials, advergames, and in-game advertising.
Research: On the role of persuasion knowledge in audience understanding of branded content: to what extent do adults and children understand that branded content in several media (movies, television, games, internet, social networking sites) is created to persuade and how does this affect their responses? On the effects of disclosures for branded content: how are viewers affected by the disclosures for branded content that were introduced recently by the EU?
Teaching: Persuasion and Resistance, Master thesis supervision, Research Master Tutor, APA manuscript preparation (PhD training)
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health