Photo of Peter Broeder
  • Warandelaan 2, Dante Building, room D 402

    5037 AB Tilburg


Accepting PhD Students

1985 …2019
If you made any changes in Pure these will be visible here soon.

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 → …


  • 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

Fingerprint Dive into the research topics where Peter Broeder is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

  • 5 Similar Profiles
language Social Sciences
foreign language Social Sciences
student Social Sciences
intercultural communication Social Sciences
school Social Sciences
twitter Social Sciences
facebook Social Sciences
multilingualism Social Sciences

Network 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 proceedingChapterScientificpeer-review

Open Access
Economic exchange
Service provision
Uncertainty avoidance

The cross-cultural impact of the ingenuine smiling celebrity in online advertising

Broeder, P. & Goorden, D., 2019, (Accepted/In press) In : Tourism and Management Studies .

Research output: Contribution to journalArticleScientificpeer-review

Online advertising
Purchase intention
Celebrity endorsement
20 Downloads (Pure)

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 journalArticleScientificpeer-review

Open Access
10 Downloads (Pure)

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 journalArticleScientificpeer-review

Open Access
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 proceedingConference contributionScientificpeer-review

Open Access
Online trust
Electronic commerce