"PhD Position: Algorithmic Persuasion on TikTok: A Differential Vulnerability Perspective"

Do you want to contribute to research on marketing communication on TikTok that may empower consumers to resist persuasion and reduce harmful consequences? Are you passionate about advertising, algorithms and social media? Then apply for this PhD project focused on demystifying algorithmic persuasion by commercial advertisers on TikTok from a differential vulnerability perspective.

The Amsterdam School of Communication Research (ASCoR) is looking for a highly motivated PhD candidate for the project: “Algorithmic Persuasion on TikTok: A Differential Vulnerability Perspective”. This four-year PhD position, embedded within the Persuasive Communication Program Group, will be supervised by dr. Hilde Voorveld, dr. Joanna Strycharz and dr. Corine Meppelink and is financed by an NWO Open Competition M grant. The latest possible starting date is February 1st 2026.

This PhD project is inspired by the phenomenon that commercial companies and brands use algorithms on social media to secretly exploit the vulnerability of specific individuals by influencing their thoughts, feelings and behaviour. In such algorithmic persuasion on social media, self-learning algorithms are used for profiling individuals to persuade them through personalized commercial messages that are continuously adjusted to become more persuasive. This could lead to inequalities in which certain people are more often affected by unfair commercial tactics and more heavily persuaded to engage in harmful behaviour.

Taking a differential vulnerability perspective, this project demystifies such algorithmic persuasion on TikTok among young adults (16-29). More specifically, we advance scholarship on who is most often exposed to algorithmic persuasion, how different types of people cope and are affected, and how we can develop remedies to reduce negative consequences.

What are you going to do? This PhD project will focus on answering the central question: Which type of people are exposed to what kind of algorithmic persuasion attempts by commercial advertisers on TikTok, with what consequences, and what potential remedies would help individuals to cope with it? You will make use of a unique combination of methodological approaches.

You will: Manage the project, including scheduling meetings with the supervisory team, preparing agendas, and documenting meetings and research activities; Design and prepare the studies; Collect and analyze data for the studies; Write academic articles for publication in high-impact scientific journals, and present findings at (inter)national conferences; Contribute to the ASCoR research community by participating in workshops, meetings, and lectures; Support teaching activities at the Bachelor’s level (up to approximately 10% of your time).

What do you have to offer? You have: A research master’s degree in communication science or a relevant related field, or the expectation to obtain it soon, at the latest on January 31 2026; Experience with quantitative research methods; Computational skills to handle and analyze complex datasets; Demonstrated interest in advertising or marketing communication and social media; An interest in open science principles and a commitment to methodological rigor and scientific integrity; Excellent spoken and written English, with proficiency in Dutch or a willingness to learn. You are able to: Show curiosity in exploring insights from various communication science domains and a readiness to learn new skills and methods; Maintain a proactive attitude, be open to feedback, and pay attention to detail; Manage your own time effectively and work independently while collaborating well within a team; Keep a cool head and stay organized when juggling multiple tasks; Stay enthusiastic and motivated when things get difficult.

What do we offer you? The planned, and latest possible, starting date for this project is February 1st 2026. The position concerns temporary employment for a maximum term of four years. We will put together a curriculum that will also include the opportunity to attend training courses and both national and international events. You will also be tasked with teaching (Bachelor’s) students for up to approximately 10% of the contract. A position in which initiative and input are highly valued; A position centered on your growth, with ample opportunities for scholarly and professional development; A supervision team with the goal to supervise and advice the PhD candidate in their work and professional development; An enthusiastic and warm department; A large, welcoming community of PhD candidates; While frequent presence at the office is valued, we offer the opportunity to work hybrid for 1 or 2 days per week.

This project is embedded within the Amsterdam School of Communication Research (ASCoR) at the Faculty of Social and Behavioural Sciences, University of Amsterdam.