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Amsterdam School of Communication Research / ASCoR ASCoR

Dr J. (Joanna) Strycharz

Assistant Professor
Faculty of Social and Behavioural Sciences
CW : Persuasive Communication
Area of expertise: Algorithmic persuasion, Digital vulnerability, Online privacy, Corporate surveillance, Consumer empowerment in the digital market
Visiting address
  • Nieuwe Achtergracht 166
Postal address
  • Postbus 15791
    1001 NG Amsterdam
Contact details
Social media
  • Profile

    Dr. Joanna Strycharz (PhD, University of Amsterdam, 2020) is an assistant professor of persuasive communication at the Amsterdam School of Communication Research, University of Amsterdam. Her research focuses on how insights gained from data can be used to adjust persuasive communication between organizations and consumers (so-called algorithmuic persuasion). She is interested in how such data-driven communication impacts cognitions, attitudes, and behavior of consumers related to their privacy as well as what unintended effects such communication has on individuals and the society. Supported by an NWO Veni grant, Joanna currently focuses on digital vulnerabiltity exploitation through algorithmic persuasion.

    Additionally, Joanna is involved in several infrastructure and data science initiatives, with the goal of making computational and data science research methods accessible for communication and advertising scholars. She co-directs the Digital Communication Methods Lab which aims at expanding innovative work on methods, analyses, and scientific practices critical to communication science. She is also an affiliate member of the Data Science Center.

  • Research

    Research methods

    • Computational social science
    • Natural Language Processing
    • Data donation
    • Experimental research

    Current research projects

    • Digital vulnerability of consumers in the datafied society (NWO Veni Project)

    Companies collect and process large amounts of data about individuals online. They use this data to make their communication more persuasive through personalizing messages. Such personalization is impactful as it can decide who gets to see information and opportunities online and allows companies to strike the right chords by persuading individuals in the most effective way. This means that everyone can be vulnerable to exclusion from information and manipulation online when their data is used for targeting. This project studies this new type of vulnerabilities and explores protection individuals need in the digital society.

    Research grants & honours

    • 2024 NWO Veni
    • 2024 Mary Alice Shaver Promissing Professor Award
    • 2023 Amercian Academy of Advertising Research Fellowship
    • 2021 AEJMC Emerging Scholar Award
  • Teaching
    • Computational Communication Science 1
    • Digital Analytics
  • Publications

    2025

    2024

    • Antsipava, D., Strycharz, J., van Reijmersdal, E. A., & van Noort, G. (2024). What drives blockchain technology adoption in the online advertising ecosystem? An interview study into stakeholders’ perspectives. Journal of Business Research, 171, Article 114381. https://doi.org/10.1016/j.jbusres.2023.114381 [details]
    • Boerman, S. C., Strycharz, J., & Smit, E. G. (2024). How Can We Increase Privacy Protection Behavior? A Longitudinal Experiment Testing Three Intervention Strategies. Communication Research, 51(2), 115-145. https://doi.org/10.1177/00936502231177786 [details]
    • Malthouse, E. C., Maslowska, E., Strycharz, J., Block, M., & Araujo, T. (2024). Data Quality Measures for Computational Research: Ensuring Informed Decisions with Emerging Data Sources. Journal of Advertising, 53(5), 644-660. https://doi.org/10.1080/00913367.2024.2403609 [details]
    • Segijn, C. M., Strycharz, J., Turner, A., & Opree, S. J. (2024). Conversation-Related Advertising and Electronic Eavesdropping: Mapping Perceptions of Phones Listening for Advertising in the United States, the Netherlands, and Poland. Social Media and Society, 10( 4). https://doi.org/10.1177/20563051241288448 [details]
    • Strycharz, J., & Segijn, C. M. (2024). Ethical side-effect of dataveillance in advertising: Impact of data collection, trust, privacy concerns and regulatory differences on chilling effects. Journal of Business Research, 173, Article 114490. https://doi.org/10.1016/j.jbusres.2023.114490 [details]
    • Strycharz, J., Meppelink, C., Zarouali, B., Araujo, T., & Voorveld, H. (2024). The blind spot in data donations: Who is (not) willing to donate digital data in social scientific research. Computational Communication Research, 6(2). https://doi.org/10.5117/CCR2024.2.3.STRY [details]
    • Trilling, D., Araujo, T., Kroon, A., Möller, A. M., Strycharz, J., & Vermeer, S. (2024). Computational Communication Science in a Digital Society. In T. Araujo, & P. Neijens (Eds.), Communication Research into the Digital Society: Fundamental Insights from the Amsterdam School of Communication Research (pp. 247-264). Amsterdam University Press. https://doi.org/10.1515/9789048560608-016 [details]
    • van Noort, G., Voorveld, H., & Strycharz, J. (2024). Persuasion in an Algorithmic Context. In T. Araujo, & P. Neijens (Eds.), Communication Research into the Digital Society: Fundamental Insights from the Amsterdam School of Communication Research (pp. 189-204). Amsterdam University Press. https://doi.org/10.2307/jj.11895525.14 [details]

    2023

    2022

    2021

    2020

    2019

    • Strycharz, J., van Noort, G., Helberger, N., & Smit, E. (2019). Contrasting perspectives – practitioner’s viewpoint on personalised marketing communication. European Journal of Marketing, 53(4), 635-660. https://doi.org/10.1108/EJM-11-2017-0896 [details]
    • Strycharz, J., van Noort, G., Smit, E. G., & Helberger, N. (2019). Consumer view on personalized advertising: Overview of self-reported benefits and concerns. In E. Bigne, & S. Rosengren (Eds.), Advances in Advertising Research X: Multiple Touchpoints in Brand Communication (pp. 53-66). (European Advertising Academy). Springer Gabler. https://doi.org/10.1007/978-3-658-24878-9_5 [details]
    • Strycharz, J., van Noort, G., Smit, E., & Helberger, N. (2019). Protective behavior against personalized ads: Motivation to turn personalization off. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 13(2), Article 1. https://doi.org/10.5817/CP2019-2-1 [details]
    • van Atteveldt, W., Strycharz, J., Trilling, D., & Welbers, K. (2019). Toward open computational communication science: A practical road map for reusable data and code. International Journal of Communication : IJoC, 13, 3935-3954. https://ijoc.org/index.php/ijoc/article/viewFile/10631/2765 [details]

    2018

    2023

    2022

    2021

    • Helberger, N., Eskens, S., Strycharz, J., Bouchè, G., van Hoboken, J., van Mil, J., Toh, J., Appelman, N., van Apeldoorn, J., van Eechoud, M., van Doorn, N., Sax, M., & de Vreese, C. (2021). Conditions for technological solutions in a COVID-19 exit strategy, with particular focus on the legal and societal conditions: report for ZonMw. IViR, University of Amsterdam. https://www.ivir.nl/publicaties/download/covid-report.pdf [details]
    • Helberger, N., Lynskey, O., Micklitz, H.-W., Rott, P., Sax, M., & Strycharz, J. (2021). EU Consumer Protection 2.0: Structural Asymmetries in Digital Consumer Markets, A joint report from research conducted under the EUCP2.0 project. BEUC. https://www.beuc.eu/beuc-network/projects [details]

    2018

    • Trilling, D., van de Velde, B., Kroon, A. C., Löcherbach, F., Araujo, T., Strycharz, J., Raats, T., de Klerk, L., & Jonkman, J. G. F. (2018). INCA: Infrastructure for content analysis. In IEEE 14th International Conference on eScience: proceedings : 29 October-1 November 2018, Amsterdam, the Netherlands (pp. 329-330). IEEE Computer Society. https://doi.org/10.1109/eScience.2018.00078 [details]

    2021

    • Zarouali, B., Voorveld, H. A. M., Strycharz, J., Smink, A. R., Boerman, S. C., & van Noort, G. (2021). Algorithmic advertising. In K.-A. Fygi, & L. Ros (Eds.), Marketingfacts Jaarboek (pp. 168-183). (Marketingfacts ). Marketingfacts B.V..

    2019

    2021

    2025

    • Möller, A. M., & Strycharz, J. (2025). Searching for traces of Kama Muta: Examining viewers' responses to online videos. Paper presented at Etmaal van de Communicatiewetenschap 2025, Brugge, Belgium.

    2024

    • Antsipava, D., Strycharz, J., van Noort, G., & van Reijmersdal, E. A. (2024). Exploring the phenomena of deceptive online advertising and blockchain technology as a solution: An expert perspective. Abstract from The 22nd International Conference on Research in Advertising (ICORIA) 2024, Thessaloniki, Greece.
    • Antsipava, D., van Reijmersdal, E. A., Strycharz, J., & van Noort, G. (2024). Can blockchain increase consumer trust in online advertising? Designing effective blockchain-based disclosures for communicating advertising authenticity. Abstract from EDMO Scientific Conference, Amsterdam, Netherlands.
    • Antsipava, D., van Reijmersdal, E. A., Strycharz, J., & van Noort, G. (2024). Can blockchain increase consumer trust in online advertising? Designing effective blockchain-based disclosures for communicating advertising authenticity. Abstract from Etmaal van de Communicatiewetenschap , Rotterdam, Netherlands.
    • Ho, J. C., Möller, A. M., & Strycharz, J. (2024). Comparative Media Dataset from Web Crawl Data. Abstract from Open Data Infrastructure for Social Science and Economic Innovations, Utrecht, Netherlands.
    • Zhang, D., Strycharz, J., Boerman, S. C., Araujo, T. B., & Voorveld, H. A. M. (2024). Google knows me too well! Coping with perceived surveillance in an algorithmic profiling context. Paper presented at The 22nd International Conference on Research in Advertising (ICORIA) 2024, Thessaloniki, Greece.
    • Zhang, D., Strycharz, J., Boerman, S., Araujo, T., & Voorveld, H. (2024). Google knows me too well? Coping with perceived surveillance in an algorithmic profiling context. Abstract from Etmaal van de Communicatiewetenschap 2024, Rotterdam, Netherlands.

    2023

    • Strycharz, J., Zarouali, B., Meppelink, C. S., Voorveld, H. A. M., & Araujo, T. B. (2023). The blind spot in data donations: who is (not) willing to donate digital data in advertising research.. Abstract from ICORIA, Bordeaux, France.

    2022

    • Antsipava, D., Strycharz, J., van Reijmersdal, E. A., & van Noort, G. (2022). What Drives Blockchain Technology Adoption in the Online Advertising Ecosystem? An Interview Study into Stakeholders’ Perspectives. Abstract from ECREA 2022 9th European Communication Conference, Aarhus, Denmark.

    2020

    • Strycharz, J., & Segijn, C. (2020). Synced advertising and chilling effects: change in media diet as a result of corporate surveillance. Paper presented at Annual Conference of the Association for Education in Journalism and Mass Communications.
    • Strycharz, J., Huh, J., & Lu, X. (2020). Trust in digital media technology companies: Influencing factors and impact on consumers' personal information sharing . Paper presented at International Communication Association (ICA), Gold Coast, Australia.
    • Strycharz, J., van Noort, G., Helberger, N., & Smit, E. (2020). Empowerment through technical and legal knowledge to reject tracking cookies. Paper presented at Etmaal van de Communicatiewetenschap 2020.
    • Strycharz, J., van Noort, G., Helberger, N., & Smit, E. (2020). Empowerment through technical and legal knowledge to reject tracking cookies. Paper presented at International Communication Association (ICA), Gold Coast, Australia.
    • van Atteveldt, W., Kroon, A., Loecherbach, F., Steijaert, M., Strycharz, J., Trilling, D., van der Velden, M., & Welbers, K. (2020). Standardized research compendiums: Making open and transparent science fun and easy. Paper presented at International Communication Association (ICA), Gold Coast, Australia.

    2019

    • Strycharz, J., Bol, N., & Helberger, N. (2019). Branded content on social media:Combining tracking and survey data to understand who gets targeted with what. Poster session presented at International Communication Association (ICA), Washington, United States.
    • Strycharz, J., van Noort, G., Helberger, N., & Smit, E. G. (2019). Application of protection motivation theory to opting-out from personalised advertising. Paper presented at Etmaal van de Communicatiewetenschap, Nijmegen.

    2018

    • Bol, N., Dienlin, T., Kruikemeier, S., Sax, M., Boerman, S. C., Strycharz, J., Helberger, N., & de Vreese, C. H. (2018). Understanding the effects of personalization as a privacy calculus: Analyzing self-disclosure across health, news, and commerce contexts. Paper presented at International Communication Association, Prague 2018.
    • Bol, N., Dienlin, T., Kruikemeier, S., Sax, M., Boerman, S. C., Strycharz, J., Helberger, N., & de Vreese, C. H. (2018). Using privacy calculus theory to understand the effects of personalization: Analyzing self-disclosure across health, news, and commerce contexts. Abstract from Etmaal van de Communicatiewetenschap, Gent, Belgium.
    • Dienlin, T., Bol, N., Kruikemeier, S., Sax, M., Boerman, S. C., Strycharz, J., Helberger, N., & de Vreese, C. H. (2018). Understanding the effects of personalization as a privacy calculus: Analyzing self-disclosure across health, news, and commerce contexts. Abstract from 51st Conference of the German Society for Psychology, Frankfurt am Main, Germany.
    • Strycharz, J. (2018). Understanding the attitude towards personalized marketing communication. relation between knowledge, privacy concern and resignation. Paper presented at AAA Annual Conference, New York, United States.
    • Strycharz, J., van Noort, G., Helberger, N., & Smit, E. G. (2018). Consumer view on personalized marketing communication: Overview of benefits and concerns reported by the users . Abstract from International Conference of Research in Advertising (ICORIA), Valencia, Spain.
    • Strycharz, J., van Noort, G., Helberger, N., & Smit, E. G. (2018). Tracking interactions with personalized advertising: Why consumers (do not) want to see personalized ads?. Abstract from Amsterdam Privacy Conference 2018, Amsterdam, Netherlands.
    • Strycharz, J., van Noort, G., Smit, E. G., & Helberger, N. (2018). Understanding the attitude towards personalized marketing communication. relation between knowledge, privacy concern and resignation. Abstract from Etmaal van de Communicatiewetenschap, Ghent, Belgium.

    2017

    • Strycharz, J. (2017). Bringing it all together: Workflow for integrating information retrieval, automated content analysis, manual annotation, and statistical analysis. Abstract from Etmaal van de Communicatiewetenschap.
    • Strycharz, J., Strauß, N., & Trilling, D. C. (2017). Media coverage and share price volatility: Is it only attention that matters?. Abstract from Etmaal van de Communicatiewetenschap, Tilburg, Netherlands.
    • Strycharz, J., Strauß, N., & Trilling, D. C. (2017). Media coverage and share price volatility: Is it only attention that matters?. Abstract from International Communication Association (ICA), San Diego, United States.
    • Strycharz, J., van Noort, G., Helberger, N., & Smit, E. G. (2017). An exploratory study of personalised marketing from the perspective of the marketer. Abstract from ICORIA, Ghent, Belgium.
    • Strycharz, J., van Noort, G., Smit, E. G., Vliegenthart, R., & Helberger, N. (2017). Media effects on public opinion about online privacy. Abstract from International Conference on Computational Social Science (IC2S2), Cologne, Germany.
    • Strycharz, J., van Noort, G., Smit, E. G., Vliegenthart, R., & Helberger, N. (2017). Public debate on online marketing and privacy: Attention, topics and the sentiment of media coverage. Abstract from Etmaal van de Communicatiewetenschap.

    Prize / grant

    • van Noort, G., van Reijmersdal, E. & Strycharz, J. (2022). ‘Helping people to deal with fake advertising using Blockchain-based authenticity cues’.
    • Helberger, N. & Strycharz, J. (2020). Research funding - Building a monitoring framework for the societal, ethical and legal implications of digital solutions to managing the Covid crisis- SIDN Internet Against Corona Call.
    • Strycharz, J. & Segijn, C. (2020). Corporate surveillance in your living room: Synced advertising and chilling effects.
    • Strycharz, J. (2018). PhD Travel Grant.

    Membership / relevant position

    • Strycharz, J. (2017-2020). Chair of the Young Scholars Network division, NeFCA.
    • Strycharz, J. (2017-2018). Chair of the NeFCA Dissertation Award 2016 Committee, NeFCA.

    Media appearance

    Talk / presentation

    • Ausloos, J. (speaker) & Strycharz, J. (speaker) (22-1-2020). GDPR, one year after. What citizens do know and love about it?, CPDP Computers, Privacy and Data Protection conference, Brussels.
    • Strycharz, J. (speaker) (3-12-2019). Big data en reclame. Online personalisatietechnieken en de consument, Autoriteit Consument en Markt.
    • Strycharz, J. (speaker) (3-10-2019). Big data en reclame: online personalisatietechnieken en grenzen van beïnvloeding, Najaarsbijeenkomst VvRr.
    • Strycharz, J. (speaker) (20-3-2018). Wat weten consumenten over gepersonaliseerde communicatie en wat betekent dat?, SWOCC event: Gepersonaliseerde communicatie, Amsterdam.
    • Strycharz, J. (speaker) (21-3-2017). Gepersonaliseerde communicatie. Inventarisatie van technieken en uitdagingen., SWOCC event: Gepersonaliseerde communicatie, Amsterdam.

    2025

    • Fakkert, M. S. (2025). Persuasion in visual social media: Strategies in, coping with, and impact of brand-related user generated content. [Thesis, fully internal, Universiteit van Amsterdam]. [details]

    2020

    • Strycharz, J. (2020). Personalized marketing communication in context: Studying the perspectives of consumers, industry and regulators. [Thesis, fully internal, Universiteit van Amsterdam]. [details]
    This list of publications is extracted from the UvA-Current Research Information System. Questions? Ask the library or the Pure staff of your faculty / institute. Log in to Pure to edit your publications. Log in to Personal Page Publication Selection tool to manage the visibility of your publications on this list.
  • Ancillary activities
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