• Warandelaan 2, Dante Building, room D 428

    5037 AB Tilburg



Research output per year

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Personal profile

Research interests

  • Organizational communication and social media
  • Marketing communication and consumer behavior
  • Social identity and organizational identification
  • Organizational culture in change and mergers
  • Corporate social responsibility and environmental sustainability


Assistant Professor, Communication Science, VU University Amsterdam (2012-2016). Most important courses taught: Internal Communication and New Media, Online Public Relations, Public Relations and Reputation Management, Behaviour and Communication in Organizations, Research Master Course Network, Media and Culture, Supervision of Project Impact teams, Supervision of BSc and Premaster and MSc Theses, Coordination of BSc and Premaster Theses. Research activities: Quantitative studies on 1) organizational communication, media usage and organizational identification, 2) corporate social responsibility and environmental sustainability. Organizer and Conference Chair 9th International Conference: Corporate Identity / Associations Research Group. VU University Amsterdam, 5-6 September 2014. Conference theme: Engaging stakeholders through authentic and distinctive corporate identities.

Guest lecturer Master Communication Science, University of Amsterdam (2011) Course taught: Strategic Communication in Organisations (3 months).

Assistant Professor, Research Methodology, Wageningen University and Research Centre (2007-2008). Most important courses taught: Introduction to Research Methods, Social Scientific Analyses of Environmental Issues.

Senior Researcher, Consumer Behaviour, LEI, Wageningen UR (2006-2012). Activities: Project leader and senior researcher for the following: 1) Co-innovation project, Customer-company identification and marketing communication? (2007) 2) Knowledge-based project, Culture and identity in the food supply chain (2008-2011) 3) EU FP6 project, ISA-fruit on innovative fruit consumption behaviour (2006-2010) 4) National projects for the Dutch Ministry of Agriculture Gauging consumer and food (2008-2010), Food Monitor. In addition, revised and published scientific peer reviewed articles, acquired a project for the EU FP7 program (2010-2013) for the Dutch Organization for Scientific Research, The Netherlands Organisation for Health Research and Development, and supervised Master Program students.

Lecturer and Assistant Professor, Organizational and Marketing Communication, University of Twente (2000-2006). Most important courses taught: Research Design, Research Practices, Corporate and Organizational Communication (including statistical research methods), Introduction to Marketing Communication, Marketing Communication and Consumer Behaviour, The Psychology of Persuasive Communication, and Communication Design. Research activities: PhD research explored the relationship between internal and external communication and the organizational identification of employees, their commitment to the organization, and their job satisfaction.

Policy Advisor, Research, Department of Public Relations, University of Twente (2000-2001). Activities: Management, Strategic Counselling on Marketing Communication. 


Current courses

Click here for my courses.


  • Marketing
  • Social Media
  • Communication Science
  • Organisational Change
  • Corporate Social Responsibility
  • Organizational Commitment

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Research Output

Anthropomorphizing brands: The role of attributed brand traits in interactive CSR communication and consumer online endorsements

Van Prooijen, A-M. & Bartels, J., 30 Oct 2019, In : Journal of Consumer Behaviour. 10 p.

Research output: Contribution to journalArticleScientificpeer-review

Open Access

Communicating the fair trade message: the roles of reputation and fit

Bartels, J., Reinders, M. J., Broersen, C. & Hendriks, S., 11 Sep 2019, In : International journal of advertising. 25 p.

Research output: Contribution to journalArticleScientificpeer-review

My Colleagues Are My Friends: The Role of Facebook Contacts in Employee Identification

Bartels, J., van Vuuren, M. & Ouwerkerk, J. W., Aug 2019, In : Management Communication Quarterly. 33, 3, p. 307-328 22 p.

Research output: Contribution to journalArticleScientificpeer-review

Open Access

Can I just shout or should I really listen? The role of organizational Facebook communication in employees' electronic word of mouth.

Bartels, J., van Zoonen, W., Van Prooijen, A-M. & Schouten, A., 8 Feb 2018.

Research output: Contribution to conferencePaperOther research output


  • 1 Oral presentation

A decade of Conversational Human Voice. Systematic Literature Review and Propositions for Future Research

Christine Liebrecht (Speaker), Jos Bartels (Speaker), Job Steen (Speaker)
22 Nov 2018

Activity: Talk or presentation typesOral presentationScientific