PhD position in the field of Marketing Communication in the New Media and AI Era

Since its foundation in 1614, the University of Groningen has enjoyed an international reputation as a dynamic and innovative center of higher education offering high-quality teaching and research. Belonging to the best research universities of Europe and joining forces with prestigious partner universities and networks, the University of Groningen is truly an international place of knowledge.



Faculty of Economics and Business

The Faculty of Economics and Business offers an inspiring study and working environment for students and employees. International accreditation enables the Faculty to assess performance against the highest international standards. It also creates an exciting environment of continuous improvement. FEB's programmes, academic staff and research do well on various excellence ranking lists.



FEBRI, the graduate school and research institute of the Faculty of Economics and Business has one PhD position in the field of Marketing Communication in the New Media and AI Era available.



Are you passionate about marketing communication, consumer emotions, and the transformative role of AI? Join our Marketing Department (Faculty of Economics & Business, University of Groningen, The Netherlands) as a PhD candidate and contribute to research on how brands connect with consumers in the digital age.



Your research will focus on how companies design and optimize marketing communications across different platforms, particularly through images and videos. You will explore how brand narratives evoke emotions, build relationships, and influence consumer decision-making. By leveraging insights from behavioral science (psychology), data analytics, and AI-driven methodologies, you will contribute to a deeper understanding of how brands create engaging, emotionally resonant, and effective advertising.



Supervision and Research Environment



The PhD position is embedded in the research programme Marketing of FEB’s Research Institute.



At the Marketing Department, we conduct research that combines academic rigor with real-world impact. Our work explores marketing strategy and brand communication through AI methodologies, with the goal of helping businesses better understand the fundamentals of communication and craft messages that truly resonate with consumers.



You will conduct research under the guidance of Dr Siria Xiyueyao Luo, Dr Qiong Tang, and Prof. Tammo Bijmolt, with opportunities to collaborate with other faculty members. Together, we will explore your research interests and how they align with our broader academic mission. You will be encouraged to develop your own ideas.

Requirements:

- You see yourself as a quick learner and critical thinker who is open to new perspectives, self-disciplined, well-organized in planning and time management, proactive in taking initiative, and resilient in overcoming challenges.

- You hold (or will complete by September 2025) a (Research) Master’s degree in Psychology, Marketing, Business, Economics, Econometrics, Communication, Data Science, or a closely related field.

- You have experience with data analysis (e.g., R, SPSS, Stata, Python, SQL), web scraping, and data management. Familiarity with open science practices (e.g., GitHub, database management) is a plus.

- You are eager to develop expertise in conducting experimental studies (e.g., Qualtrics, PsychoPy, E-Prime) and explore advanced analytical techniques such as text mining, image mining, and large language models.

- You possess strong written and spoken English proficiency to communicate research ideas effectively.

- Ideally, you have gained experience with conducting and writing academic research.



If you are passionate about research and driven to expand your analytical and methodological skills, we encourage you to apply!!

Salary Benefits:

We offer you in accordance with the Collective Labour Agreement for Dutch Universities:



- A temporary full-time appointment for a period of four years, under the condition of a positive assessment at the end of the first year.

- A gross monthly salary from a minimum of € 2,901, which increases yearly to a maximum of € 3,707 for a full-time appointment.

- Based on the gross salary an additional 8% holiday allowance each year in May, and an additional 8.3 % end of year bonus in December.

- PhD candidates contribute 20% of their time to teaching in years 2-4.



Starting date: Preferably per 1 September 2025



An assessment may be part of the procedure, consisting of psychological tests and an interview.

38 hours per week

Broerstraat 5