Guda van Noort is Professor of Persuasion & New Media Technologies at the Department of Communication Science at the University of Amsterdam. Her research focuses on the new and unique characteristics of so-called new media. She examines the role of new media characteristics, such as interactivity, personalization and targeting, in the persuasion process of (marketing) communications. In recent projects, she investigated algorithmic persuasion effects, effective webcare strategies to counter online complaints, consumer responses to online behavioral advertising, and advertising campaigns in social network sites. Other studies focused on interactivity effects in brand websites, political websites, online games, and digital diplomacy in social media. Recent research initiatives focus on demystifying algorithmic persuasion.
Guda van Noort was the director (2015-2022) of the Foundation for Scientific Research in Commercial Communication in the Netherlands (Stichting Wetenschappelijk Onderzoek Commerciële Communicatie, SWOCC), which is affiliated with the UvA's Department of Communication Science, since 2015. The objective of this foundation is to promote the interaction between research and professional practice by disseminating applicable scientific knowledge among communication professionals and initiating societally relevant research with regard to branding and communication.
I developed, coordinated, and lectured courses at the bachelor, master and reseach master level and also for students in the honours program of Communication Science. Courses include for example Persuasion & Resistance, Webcare, Algorithmic Persuasion, Marketing Communication, Media Strategies, Brand Communication, Pressure Cooker, and Thesis Communication (science communication).
I was also involved in the development of a minor and an interdisciplinary bachelor program related to the Digital Society and Computational Social Science at the UvA.