Freya De Keyzer

• Doctor of Philosophy
• Assistant professor at Erasmus University Rotterdam

Persuasive communication is essential in shaping consumers' knowledge, attitudes, and behaviors toward sustainable food transitions (Tseng et al., 2020). To reduce polarization and resistance to sustainable diets, communicators must better understand how to align messages with individuals' values, thereby fostering meaningful attitude and behavior...

Despite emerging consumer trends and policies promoting sustainable food consumption, the transition towards societal tipping points for sustainable food systems remains protracted due to multifaceted challenges such as consumer misconceptions, value chain inequalities, and policy fragmentation. Addressing these challenges requires a comprehensive...

Despite emerging consumer trends and policies, the transition towards societal tipping points (Schultz et al., 2024) in circular and sustainable food consumption remains slow due to factors such as consumer misconceptions, distrust, socio-economic and value chain inequalities. The present abstract follows the paradigm set by the Consumers’ Understa...

In two studies, this paper examines how perceived personalization in advertisements on social media affects brand engagement and ad avoidance. Using a preregistered between‐subjects cross‐sectional survey (n = 794), we tested four different moderated mediation models with perceived creepiness and perceived relevance as competing mediating variables...

Drawing on recent research and debates in social sciences, this paper situates replication in an advertising research context. We clarify the role of replication in the field and outline the challenges inherent in replication studies in advertising research. We further elaborate on how researchers should engage in replication research to increase t...

Sustainable food consumption is seen by many as a significant challenge. Green marketers are trying to combine newer formats of marketing communications, such as influencer marketing, to change consumer’s behaviour to a more environmentally sustainable food choice. Especially, adolescents and young adults have been found to be relevant target group...

Social media are increasingly popular for delivering branded content to consumers worldwide. A central task for researchers is to understand what consumer brand-related motivations and brand appeals drive consumer engagement and benefit brand outcomes across different cultures. Based on the Uses and Gratifications theory, this study explores how in...

On social networking sites, consumers disclose information about themselves that advertisers use to personalize advertisements. The underlying assumption is that personalized advertisements are more persuasive. However, it is not clear to what extent actual personalization elements (as intended by advertisers) determine consumers’ perceptions of th...

This paper aims to better understand the effect of visual attention on the processing of banner and native advertisements on Facebook and consequently on brand recognition and brand attitude. Using an eye-tracking experiment (N = 90), we show that a native advertisement attracts more and longer visual attention (i.e., total fixation duration, fixat...

We study the effect of perceived personalization in advertising on social networking sites (SNSs) on consumer brand responses. In study 1 (N = 202), we test a parallel mediation via perceived personal relevance and intrusiveness on brand attitude (Ab) and click intention (CI). Perceived personalization improves Ab and CI by increasing the perceived...

Purpose This study aims to assess the relative importance of the argument strength, argument sidedness, writing quality, number of arguments, rated review usefulness, summary review rating and number of reviews in determining the perceived usefulness and credibility of an online review. Additionally, the authors use insights from the elaboration li...

Purpose The purpose of this study is to explore the effect of personalization of advertising and adding an advertising cue to advertisements on Facebook, on 9-to-13-year-old children’s awareness of selling intent, attitude towards the advertisement (Aad) and word-of-mouth (WOM) intention. Design/methodology/approach A 2 (personalized ad vs non-p...

Previous research has consistently found an effect of the valence (positive vs. negative) of electronic word of mouth in general and of word of mouth on a social networking site (sWOM) specifically on consumer responses. The current study investigates how interpersonal and person-to-site relational characteristics (homophily, tie strength, and sour...

Purpose The purpose of this article is to shed light on the boundary conditions of the effect of the valence of word-of-mouth on social networking sites (sWOM) on consumer responses (attitude toward the service provider, purchase intention and positive word-of-mouth intention). Specifically, we examine two moderators: the tone of voice (factual ve...

We study the impact of perceived personalization on consumer responses to advertising on Facebook, a popular social network site. Based on two experiments, we test a moderated mediation model with perceived relevance as the mediator and respondents' attitude toward Facebook as the moderator of the relationship between perceived personalization on t...