Brahim Zarouali

Brahim Zarouali is a PhD candidate at the department of Communication Studies of the University of Antwerp, Belgium. He obtained his master’s degree in Strategic Communication with great distinction. His fields of interest are advertising persuasion, consumer psychology and online privacy across various information and communication technologies (e.g., the web, social media, mobile environments, digital television, etc.). More precisely, his doctoral research focuses on how adolescents process and respond to personalized advertising on social networking sites, and how this vulnerable group of consumers can be protected and empowered. This research is part of the AdLit-project (, an interdisciplinary project on advertising literacy among children and adolescents.