Research Output per year
Personal profile
Research interests
Peter Broeder investigates social media in digital marketing communications and cultural differences in online persuasion of consumers.
He is author of numerous scientific publications on socio-psycholinguistic aspects of multilingualism, second language learning/teaching, language education policy, intercultural communication, teacher training, and recently, intercultural differences in online consumer behavior. These issues are addressed in Europe, South-Africa and China. He also has an extensive record in coordinating projects in these domains.
Cross-cultural persuasivity in online consumer behavior.
This project explores cultural differences in how to persuade online consumers from Europe and Asia. Dual-processing models for predicting human behavior (ELM, TPB) are used to investigate both web shop (seller) variables and consumer variables in both B2C-market and C2C-markets.
Getting on the Same Page.
Literacy in terms of reading and understanding texts is essential for school success. Stylistic choices are evaluated for their effects on the persuasiveness of a text. These effects are studied in relation with characteristics of receiver (involvement), content (relevance), source (reputation), situation (depth of processing) and context (medium).
Current courses
Click here for my courses.
External positions
Webshop Scuba gear (ISP Shop Dive Action)
1 Oct 1999 → …Keywords
- Information And Communication Technology In Education
- Portfolio Theory
- Language And Minorities
- Intercultural Management
- Marketing Communication
- Language Acquisition
- Multicultural Society
- Multicultural City
- Marketing
- Internet
- Asia
- Online Shopping
- Intercultural Communication
- E-Learning
- Language Technology
- Cultural Differences
- Social Media
- E-Commerce
- Psycholinguistics
- Consumer Behaviour
- Multilingualism
- Marketing Models
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Recent external collaboration on country level. Dive into details by clicking on the dots.
Research Output 1985 2019
Self-disclosure and trust on Airbnb: a cross-cultural perspective
Broeder, P. & Crijns, K., 2019, Storytelling across platforms: Managing corporate and marketing communications from a storytelling perspective. Zimand-Sheiner, D. & Strovsky, D. (eds.). Ariel: Ariel University, p. 160-171 12 p.Research output: Chapter in Book/Report/Conference proceeding › Chapter › Scientific › peer-review
Open Access
File
Self-disclosure
Accommodation
Economic exchange
Service provision
Uncertainty avoidance
When friends recommend: Online purchasing behavior of Russian and Dutch people when prompted by recommendations from Facebook friends
Broeder, P. & van Hout, A., 2019, In : Russian Journal of Communication. 11, p. 1-13 13 p.Research output: Contribution to journal › Article › Scientific › peer-review
Open Access
File
facebook
Purchasing
Cameras
Group
Experiments
Exclusivity in online targeted promotions: Cross-cultural preferences of consumers
Broeder, P. & Derksen, R., 2 Oct 2018, In : International Journal of Business and Emerging Markets. 10, 4, p. 396-408 13 p.Research output: Contribution to journal › Article › Scientific › peer-review
Open Access
File
Exclusivity
Scarcity
Online markets
Online marketing
Online advertisement
Eye contact and trust online: The effect of profile pictures on Airbnb booking
Broeder, P. & Remers, E., 2018, The IEEE 12th International Conference on Application of Information and Communication Technologies / AICT 2018. p. 336-339 4 p.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review
Open Access
File
Online trust
Uncertainty
Experiment
Moderation
Electronic commerce
Colour preference of online consumers: a cross-cultural perspective
Broeder, P. & Scherp, E., Dec 2017, In : Marketing from Information to Decision Journal. 1, 1, p. 53-62 11 p., 1.Research output: Contribution to journal › Article › Scientific › peer-review
Open Access
File
Online purchasing
Emotion
Asia
Cultural differences
Factors