Laura Herrewijn


I am a postdoctoral researcher and assistant professor in digital marketing at the department of Communication Sciences at Ghent University. I teach the courses Marketing Communication and Digital Marketing in the Master Communication Management. My research can be found on a crossroads between marketing communication and game studies. As such, I have presented my work at a variety of national and international conferences within the broad field of communication studies, and advertising and game studies more specifically (e.g. ICA, Etmaal van de Communicatiewetenschap, ICORIA, DiGRA, FDG, Meaningful Play). The results of my studies have been published in international peer reviewed journals (e.g. International Journal of Advertising, Journal of Advertising, Frontiers in Psychology, Computers in Human Behavior) and books.


Research tracks

In 2015, I obtained my PhD in Social Sciences: Communication Sciences at the University of Antwerp. My doctoral research, funded by IWT (the Flemish government agency for Innovation by Science and Technology), investigated the effectiveness of in-game advertising. Since 2016, I am working at the department of Communication Sciences at Ghent University. Within research group CEPEC, my research focuses on virtual environments (such as those represented in digital games, virtual and augmented reality apps) and their potential for the integration of persuasive communication (e.g. advertising, educational content), along with consumer behavior (e.g. in-app purchases). In this context, I am interested in both effectiveness and ethical issues. I mostly use quantitative methods in my research (e.g. experimental and survey research).