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Picture: All rights reserved Sander Nieuwenhuys

Sanne Kruikemeier

My research focuses on the consequences and implications of online communication for individuals and society. I have experience in interdisciplinary and multi-methodological approaches, in which I combine insights from persuasive, journalism, and political communication with survey, big, observational, experimental, and eye-tracking data. I recently published papers on online behavioral advertising, microtargeting, privacy behavior, news consumption among adolescents, online sourcing, and media diets. I am also involved in large interdisciplinary research projects (focus on personalized communication) together with IVIR and immersive journalism together with the Journalism School Utrecht. I also work on international projects focusing on the (democratic) consequences of changing media habits, and longitudinal media effects (with the University of Gothenburg).

In 2020, I received a NORFACE grant from the Netherlands Organization for Scientific Research to study data- driven campaigning from a micro, meso, and macro level together with an international consortium. In 2019, I received a Open Competition Digitalisation Grant from the Netherlands Organization for Scientific Research to study conflict framing. And in 2021, I will start with an ERC starting grant to study the Impact of Data-Driven Campaigning on Democracy.

Metz, M., Kruikemeier, S., & Lecheler, S. (2020). Personalization of politics on Facebook: examining the content and effects of professional,emotional and private self-personalization. Information, Communication & Society, 23(10), pp. 1481-1498.

Zuiderveen Borgesius, F. J., Möller, J.,Kruikemeier, S., Fathaigh, R. O.,Irion, K., Dobber, T., Bodo, B., & Vreese, de, C. H. (2018). Online Political Microtargeting: Promises and Threats to Democracy.Utrecht Law Review,14(1), pp. 82-96. Available at SSRN:

Kruikemeier, S., Sezgin, M., & Boerman S. C. (2016). Political Microtargeting: Relationship Between Personalized Advertising on Facebook and Voters’ Responses. Cyberpsychology, Behavior, and Social Networking, 19(6): 367-372.