Name: Komala Mazerant
PhD: Expected 2021, University of Amsterdam
Promotor: prof. dr. Guda van Noort
Co-promotor(s): dr. Lotte M. Willemsen
MA: 2003, Business Communication, Radboud University.
Research: Real-time marketing is a commonly used strategy. By aligning their social media messages with real-time events, brands aim to become part of the daily conversation in order to break through the clutter and increase their visibility. Although widely used, little is known whether Real-time Marketing is a successful strategy, and if so, why. In my PhD project, I examine the effectiveness of Real-time Marketing, and its underlying mechanisms.
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