Digital Marketing

Within CEPEC, a lot of research is being done concerning the impact of digital marketing. Digital marketing techniques such as social media marketing, digital game marketing and augmented and virtual reality marketing are being investigated for their effectiveness on the one hand, and the ethical issues they might bring along on the other.

Current research focuses on the profitability and ethics regarding in-game purchases and in-game advertising, commercial apps making use of augmented reality, personalized online advertising, and marketing through influencers on social networks. Special attention is paid to matters of privacy and the impact digital marketing might have on minors.

This research line is part of the post-doctoral research of Laura Herrewijn and Liselot Hudders.

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