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Personal profile

Research interests

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. Data of (large) corpora are combined with experimental studies in order to investigate the effects and related influential factors of linguistic and content elements in (organizational) social media messages.

Recent research projects

Smooth Operator. Development and effects of personalized conversational AI. Co-granted by NWO.

Stemmen dankzij Steffie. Hoe AI-avatar Steffie kwetsbare mensen helpt bij hun stemkeuze. Granted by RVO SBIR grant Nieuwe technologieen 'Inclusie en leven lang leren'.

In de toon vallen. Hoe automatische analyse van online berichten helpt bij het menselijk communiceren in webcare. Co-granted by NWO.


2016-present: Assistant Professor Language, Business Communication & Digital Media, Tilburg University, Department of Communication and Information Sciences, Tilburg center for Cognition and Communication (TiCC).

2020-present: Editor in chief Tekstblad.

2010-present: Freelance creative writer, communications advisor and blogger.


2015-2016: Thesis supervisor, Communication & Information Sciences, VU University Amsterdam.

2014-2016: Lecturer and researcher Corporate Communication, Communication Science, University of Amsterdam.

2010-2015: PhD candidate, Centre for Language Studies, Radboud University Nijmegen.

2007-2014: Part time lecturer at the BA & MA programmes Dutch Language and Culture and Communication & Information Sciences, Radboud University Nijmegen.

2009-2010: Professional/creative writer and communications advisor, Gloed Communicatie (formerly HDtt Communicatieadvies), Nijmegen.


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.

Current courses

Click here for my courses.


  • Linguistics
  • Stylistics
  • Social Media
  • Discourse Studies
  • Computer Linguistics
  • Experimental Research
  • Artificial Intelligence
  • Business Communication And Ethics
  • Human Computer Interaction


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