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How can sustainable online relationships between different parties (e.g. organizations and consumers) be created and developed with social media like Facebook, Twitter, YouTube, Instagram and blogposts? To study my main interest, I take a corporate point of view and focus on message characteristics (language and content use) in online settings. On the one hand, I focus on aspects of monitoring and interpreting online word-of-mouth (WOM) messages. On the other hand I aim to gain more insight into effective (proactive) organizational strategies and language use to initiate online conversations and to distinguish effective (reactive) response strategies to WOM messages. Furthere, I explore the possibilities of automated (organizational) messages to WOM by means of chatbots / customer service agents.
Most recent research project: In de toon vallen. Hoe automatische analyse van online berichten helpt bij het menselijk communiceren in webcare, co-granted by NWO.
- Language use in (professional) communication
- Content Marketing
- Chatbots / Conversational agents
For the track Business Communication and Digital Media (BDM), I lecture about online business communication, with a strong focus on content and language characteristics in messages.
I collaborate intensely with scholars and practitioners in projects on webcare, chatbots/conversational interfaces, and content marketing. Please contact me if you are interested in collaboration on these topics.