Hilde Voorveld
Biographic Data
| ID | 4514025 |
|---|---|
| NAME | Hilde Voorveld |
| GIVEN NAMES | Hilde |
| FAMILY NAME | Voorveld |
| SIGNATURE | VOORVELD H |
| AFFILIATIONS | University of Amsterdam |
| ORCID | 0000-0002-6667-3529 |
| VERIFIED | Yes |
| TOTAL WORKS | 20 |
| TOTAL CITATIONS | 20 |
| WORKS AS AUTHOR | 20 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2009 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 3 |
Too Sensitive, Too Much? Triggers and Consequences of Perceived Surveillance in Digital Data-Driven Advertising
Digital data-driven advertising requires the collection, processing, and storage of personal data, which raises questions on its impact on individuals’ perceptions of dataveillance. Yet it remains unclear which specific characteristics of the data drive such perceptions. This study examines how the sensitivity and amount of data used in digital data-driven advertisements influence perceived surveillance and its subsequent impacts on advertising e…
Google knows me too well! Coping with perceived surveillance in an algorithmic profiling context
Enabled by ubiquitous dataveillance practices, corporations try to construct accurate algorithmic profiles of their users for various purposes, such as personalized advertising. In this study, we confront users with their personal algorithmic profiles and employ a cross-sectional survey ( N = 685) to investigate how perceived accuracy of algorithmic profiling relates to perceived surveillance and subsequent coping strategies. Our findings reveal …
Examining the persuasiveness of text and voice agents
To give product and brand recommendations, marketers make use of conversational agents which increasingly communicate via voice rather than text. Existing research comparing the persuasiveness of text and voice agents showed mixed results. The quality of the speech synthesis employed may strongly influence consumers’ responses. This study investigates to what extent a voice agent with pragmatically aligned prosody is more persuasive (i.e. yields …
Consumers’ persuasion knowledge of algorithms in social media advertising
Advertising and brand communication in social media are increasingly driven by algorithms. Theoretically rooted in the Persuasion Knowledge Model, we aim to identify and investigate the prevalence of specific consumer groups that differ in their awareness levels, critical evaluations, and abilities to cope with such algorithmic persuasion in social media, as well as to investigate the predictors of these groups. By performing an online survey amo…
When the Medium Is the Message
Creative media advertising is a specific type of unconventional advertising in which a regular physical object serves as a medium to carry an advertising message. To better understand the workings of this type of advertising, we conducted a meta-analysis. In this study, we explore the direct effects of creative media advertising, several moderators, and the possible underlying mechanisms. The results show that exposure to creative (versus traditi…
Instagram Stories
Ephemerality is a key characteristic of modern social media features such as Instagram Stories. The aim of this article is twofold: first it aims to understand whether ephemerality impacts processing (in terms of involvement, avoidance, and attention) of media content; second, it aims to understand whether these processing variables subsequently impact advertising effectiveness. Results show that in an ephemeral media context (Stories) versus in …
An international perspective of the academic-practitioner divide in advertising
In our international study of seven countries, we found that the academic-practitioner divide is as real today as it was three decades ago. The divide, which is more pronounced in some regions, is likely to worsen as society becomes more digitally complex, exacerbated by the lack of industry experience among young scholars entering academia in some quarters. Many bridging solutions were explored in this study, but the most important solution is f…
Is voice really persuasive? The influence of modality in virtual assistant interactions and two alternative explanations
Purpose Virtual assistants are increasingly used for persuasive purposes, employing the different modalities of voice and text (or a combination of the two). In this study, the authors compare the persuasiveness of voice-and text-based virtual assistants. The authors argue for perceived human-likeness and cognitive load as underlying mechanisms that can explain why voice- and text-based assistants differ in their persuasive potential by suppressi…
The algorithmic persuasion framework in online communication
Purpose The purpose of this study is to introduce a comprehensive and dynamic framework that focuses on the role of algorithms in persuasive communication: the algorithmic persuasion framework (APF). Design/methodology/approach In this increasingly data-driven media landscape, algorithms play an important role in the consumption of online content. This paper presents a novel conceptual framework to investigate algorithm-mediated persuasion proces…
A first step in unraveling synced advertising effectiveness
Technological developments and the rise of mobile devices have made it possible to deliver personalized messages to consumers based on their concurrent media usages in real time; this is known as synced advertising. Synced advertising is argued to be an effective personalized advertising strategy in a multi-media environment that will result in more positive brand attitudes compared to those arising from exposure to non-synced advertising. The ai…
The Role of Ad Sequence and Privacy Concerns in Personalized Advertising
Synced advertising is a relatively new strategy in which ads are personalized based on concurrent media usage. The aim of this study was to explore whether the sequence in which TV commercials and tablet ads were shown in synced advertising affected consumers’ memory and attention toward advertisements in both media. Because of public debate about privacy concerns related to personalized advertising, we examined the moderating role of consumers’ …
How Social Cues in Virtual Assistants Influence Concerns and Persuasion
180) has shown that participants who were exposed to a voice-based recommendation via a smart speaker were the most concerned about security and found text-based recommendations on a screen to be the most persuasive. Participants who were exposed to a virtual assistant with a human name were less concerned about their autonomy and were more strongly persuaded than those exposed to an assistant without a human name
Related Multiscreening as a Strategy to Retain Audiences and Increase Persuasion During a Commercial Break
The aim of the study was to deepen our understanding of how related multiscreening affects audience memory and persuasion. A survey was administered after a live television show. The results showed that the higher the perceived relatedness of the multi-screen activity, the more persuasive the message. This effect was mediated by subsequent attention to television content, program involvement, and attention to the commercial break. The model was r…
“I Am Here to Assist You Today”
Online users are increasingly exposed to chatbots as one form of AI-enabled media technologies, employed for persuasive purposes, e.g., making product/service recommendations. However, the persuasive potential of chatbots has not yet been fully explored. Using an online experiment (N = 242), we investigate the extent to which communicating with a stand-alone chatbot influences affective and behavioral responses compared to interactive Web sites. …
Brand Communication in Social Media
This article provides an agenda for future research on brand communication in social media. Based on an overview of the current state of research, a discussion of the theoretical and conceptual challenges of brand communication in social media, and a survey about the expectations of the media and advertising industry, I present six key directions for future research. These six key directions include research on (1) social media influencers, (2) p…
Engagement with Social Media and Social Media Advertising
This study examines how consumers’ engagement with social media platforms drives engagement with advertising embedded in these platforms and, subsequently, evaluations of this advertising. Our survey (N = 1,346, aged 13 and older) maps social media users’ engagement experiences with Facebook, YouTube, LinkedIn, Twitter, Google+, Instagram, Pinterest, and Snapchat and their experiences with and evaluations of advertising on these platforms. Our fi…
The Battle of the Screens
Multiscreening, the simultaneous usage of multiple screens, is a relatively understudied phenomenon that may have a large impact on media effects. First, we explored people's viewing behavior while multiscreening by means of an eye-tracker. Second, we examined people's reporting of attention, by comparing eye-tracker and self-reported attention measures. Third, we assessed the effects of multiscreening on people's memory, by comparing people's me…
Digital replica editions versus printed newspapers
This article investigates reading styles and recall of the news from reading digital replicas of printed newspapers on tablets and compares them with the printed version. The study aims to theoretically understand the effects of the medium interface (tablet vs paper) on perceived reading style and recall of information. The experimental study ( N = 90) showed that digital replicas were not perceived to be read in a more fragmented, selective, or …
Understanding online behavioural advertising
Consumers' responses to brand websites
Purpose The aims of this paper are to provide an integrated literature review of factors influencing consumers' responses to brand websites; to describe the state of research in the past ten years; and to give an overview of the theories used in brand website studies. Design/methodology/approach Using a vote‐counting procedure, 736 findings from 50 empirical studies are synthesized. In a vote‐counting analysis the number of positive and negative …
The Battle of the Screens
Multiscreening, the simultaneous usage of multiple screens, is a relatively understudied phenomenon that may have a large impact on media effects. First, we explored people's viewing behavior while multiscreening by means of an eye-tracker. Second, we examined people's reporting of attention, by comparing eye-tracker and self-reported attention measures. Third, we assessed the effects of multiscreening on people's memory, by comparing people's me…
Consumers' responses to brand websites
Purpose The aims of this paper are to provide an integrated literature review of factors influencing consumers' responses to brand websites; to describe the state of research in the past ten years; and to give an overview of the theories used in brand website studies. Design/methodology/approach Using a vote‐counting procedure, 736 findings from 50 empirical studies are synthesized. In a vote‐counting analysis the number of positive and negative …
Is voice really persuasive? The influence of modality in virtual assistant interactions and two alternative explanations
Purpose Virtual assistants are increasingly used for persuasive purposes, employing the different modalities of voice and text (or a combination of the two). In this study, the authors compare the persuasiveness of voice-and text-based virtual assistants. The authors argue for perceived human-likeness and cognitive load as underlying mechanisms that can explain why voice- and text-based assistants differ in their persuasive potential by suppressi…
The algorithmic persuasion framework in online communication
Purpose The purpose of this study is to introduce a comprehensive and dynamic framework that focuses on the role of algorithms in persuasive communication: the algorithmic persuasion framework (APF). Design/methodology/approach In this increasingly data-driven media landscape, algorithms play an important role in the consumption of online content. This paper presents a novel conceptual framework to investigate algorithm-mediated persuasion proces…
Digital replica editions versus printed newspapers
This article investigates reading styles and recall of the news from reading digital replicas of printed newspapers on tablets and compares them with the printed version. The study aims to theoretically understand the effects of the medium interface (tablet vs paper) on perceived reading style and recall of information. The experimental study ( N = 90) showed that digital replicas were not perceived to be read in a more fragmented, selective, or …
Consumers' responses to brand websites
Purpose The aims of this paper are to provide an integrated literature review of factors influencing consumers' responses to brand websites; to describe the state of research in the past ten years; and to give an overview of the theories used in brand website studies. Design/methodology/approach Using a vote‐counting procedure, 736 findings from 50 empirical studies are synthesized. In a vote‐counting analysis the number of positive and negative …
Understanding online behavioural advertising
Digital replica editions versus printed newspapers
This article investigates reading styles and recall of the news from reading digital replicas of printed newspapers on tablets and compares them with the printed version. The study aims to theoretically understand the effects of the medium interface (tablet vs paper) on perceived reading style and recall of information. The experimental study ( N = 90) showed that digital replicas were not perceived to be read in a more fragmented, selective, or …
The Battle of the Screens
Multiscreening, the simultaneous usage of multiple screens, is a relatively understudied phenomenon that may have a large impact on media effects. First, we explored people's viewing behavior while multiscreening by means of an eye-tracker. Second, we examined people's reporting of attention, by comparing eye-tracker and self-reported attention measures. Third, we assessed the effects of multiscreening on people's memory, by comparing people's me…
Engagement with Social Media and Social Media Advertising
This study examines how consumers’ engagement with social media platforms drives engagement with advertising embedded in these platforms and, subsequently, evaluations of this advertising. Our survey (N = 1,346, aged 13 and older) maps social media users’ engagement experiences with Facebook, YouTube, LinkedIn, Twitter, Google+, Instagram, Pinterest, and Snapchat and their experiences with and evaluations of advertising on these platforms. Our fi…
Brand Communication in Social Media
This article provides an agenda for future research on brand communication in social media. Based on an overview of the current state of research, a discussion of the theoretical and conceptual challenges of brand communication in social media, and a survey about the expectations of the media and advertising industry, I present six key directions for future research. These six key directions include research on (1) social media influencers, (2) p…
How Social Cues in Virtual Assistants Influence Concerns and Persuasion
180) has shown that participants who were exposed to a voice-based recommendation via a smart speaker were the most concerned about security and found text-based recommendations on a screen to be the most persuasive. Participants who were exposed to a virtual assistant with a human name were less concerned about their autonomy and were more strongly persuaded than those exposed to an assistant without a human name
Related Multiscreening as a Strategy to Retain Audiences and Increase Persuasion During a Commercial Break
The aim of the study was to deepen our understanding of how related multiscreening affects audience memory and persuasion. A survey was administered after a live television show. The results showed that the higher the perceived relatedness of the multi-screen activity, the more persuasive the message. This effect was mediated by subsequent attention to television content, program involvement, and attention to the commercial break. The model was r…
“I Am Here to Assist You Today”
Online users are increasingly exposed to chatbots as one form of AI-enabled media technologies, employed for persuasive purposes, e.g., making product/service recommendations. However, the persuasive potential of chatbots has not yet been fully explored. Using an online experiment (N = 242), we investigate the extent to which communicating with a stand-alone chatbot influences affective and behavioral responses compared to interactive Web sites. …
A first step in unraveling synced advertising effectiveness
Technological developments and the rise of mobile devices have made it possible to deliver personalized messages to consumers based on their concurrent media usages in real time; this is known as synced advertising. Synced advertising is argued to be an effective personalized advertising strategy in a multi-media environment that will result in more positive brand attitudes compared to those arising from exposure to non-synced advertising. The ai…
The Role of Ad Sequence and Privacy Concerns in Personalized Advertising
Synced advertising is a relatively new strategy in which ads are personalized based on concurrent media usage. The aim of this study was to explore whether the sequence in which TV commercials and tablet ads were shown in synced advertising affected consumers’ memory and attention toward advertisements in both media. Because of public debate about privacy concerns related to personalized advertising, we examined the moderating role of consumers’ …
Is voice really persuasive? The influence of modality in virtual assistant interactions and two alternative explanations
Purpose Virtual assistants are increasingly used for persuasive purposes, employing the different modalities of voice and text (or a combination of the two). In this study, the authors compare the persuasiveness of voice-and text-based virtual assistants. The authors argue for perceived human-likeness and cognitive load as underlying mechanisms that can explain why voice- and text-based assistants differ in their persuasive potential by suppressi…
The algorithmic persuasion framework in online communication
Purpose The purpose of this study is to introduce a comprehensive and dynamic framework that focuses on the role of algorithms in persuasive communication: the algorithmic persuasion framework (APF). Design/methodology/approach In this increasingly data-driven media landscape, algorithms play an important role in the consumption of online content. This paper presents a novel conceptual framework to investigate algorithm-mediated persuasion proces…
Instagram Stories
Ephemerality is a key characteristic of modern social media features such as Instagram Stories. The aim of this article is twofold: first it aims to understand whether ephemerality impacts processing (in terms of involvement, avoidance, and attention) of media content; second, it aims to understand whether these processing variables subsequently impact advertising effectiveness. Results show that in an ephemeral media context (Stories) versus in …
An international perspective of the academic-practitioner divide in advertising
In our international study of seven countries, we found that the academic-practitioner divide is as real today as it was three decades ago. The divide, which is more pronounced in some regions, is likely to worsen as society becomes more digitally complex, exacerbated by the lack of industry experience among young scholars entering academia in some quarters. Many bridging solutions were explored in this study, but the most important solution is f…
Consumers’ persuasion knowledge of algorithms in social media advertising
Advertising and brand communication in social media are increasingly driven by algorithms. Theoretically rooted in the Persuasion Knowledge Model, we aim to identify and investigate the prevalence of specific consumer groups that differ in their awareness levels, critical evaluations, and abilities to cope with such algorithmic persuasion in social media, as well as to investigate the predictors of these groups. By performing an online survey amo…
When the Medium Is the Message
Creative media advertising is a specific type of unconventional advertising in which a regular physical object serves as a medium to carry an advertising message. To better understand the workings of this type of advertising, we conducted a meta-analysis. In this study, we explore the direct effects of creative media advertising, several moderators, and the possible underlying mechanisms. The results show that exposure to creative (versus traditi…
Google knows me too well! Coping with perceived surveillance in an algorithmic profiling context
Enabled by ubiquitous dataveillance practices, corporations try to construct accurate algorithmic profiles of their users for various purposes, such as personalized advertising. In this study, we confront users with their personal algorithmic profiles and employ a cross-sectional survey ( N = 685) to investigate how perceived accuracy of algorithmic profiling relates to perceived surveillance and subsequent coping strategies. Our findings reveal …
Examining the persuasiveness of text and voice agents
To give product and brand recommendations, marketers make use of conversational agents which increasingly communicate via voice rather than text. Existing research comparing the persuasiveness of text and voice agents showed mixed results. The quality of the speech synthesis employed may strongly influence consumers’ responses. This study investigates to what extent a voice agent with pragmatically aligned prosody is more persuasive (i.e. yields …
Too Sensitive, Too Much? Triggers and Consequences of Perceived Surveillance in Digital Data-Driven Advertising
Digital data-driven advertising requires the collection, processing, and storage of personal data, which raises questions on its impact on individuals’ perceptions of dataveillance. Yet it remains unclear which specific characteristics of the data drive such perceptions. This study examines how the sensitivity and amount of data used in digital data-driven advertisements influence perceived surveillance and its subsequent impacts on advertising e…
Computer Science (18 works) · Psychology (16 works) · Digital Marketing and Social Media (15 works) · Advertising (13 works) · Business (13 works) · Social Psychology (12 works) · World Wide Web (8 works) · Persuasion (7 works) · Consumer Behavior in Brand Consumption and Identification (6 works) · Impact of Technology on Adolescents (6 works)