Theo Araujo, PhD, is an Assistant Professor in the Department of Communication Science at the University of Amsterdam, and affiliated with the Amsterdam School of Communication Research (ASCoR). He holds a MSc degree (cum laude) in Communication Science (Research Master) from the University of Amsterdam, an MBA in Marketing from Escola Superior de Propaganda e Marketing (ESPM – Brazil), and obtained his doctorate in Communication from the University of Amsterdam in 2015.

His general research interest is in exploring how technological innovations bring disruptive changes to communication, and in the interactions between stakeholders, organizations and the (news) media. His dissertation investigated the impact of content, network and individual characteristics on brand content diffusion in Social Networking sites. At present, he is co-supervising a PhD project on the influence of culture on brand-related activities in social media (by Gauze Kitirattarkarn).

He currently focuses on the usage of social media by organizations, stakeholders and (traditional) news media, and on the antecedents and consequences of the increasing adoption of artificial intelligence and virtual agents by organizations in their relationship with stakeholders (and consumers in particular). He is particularly interested in the latest developments of computational social science, and in the implementation of large-scale data collection and analysis for communication research.

Furthermore, he is currently the coordinator of the Digital Analytics in Communication Science elective course at the Graduate School of Communication, and also teaches the Public Relations, Media and the Public elective, among other courses.

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Find Theo’s UvA-page here.