Nelleke de Boer is an Ph.D. Candidate at the Marketing Department of the Vrije Universiteit Amsterdam. She holds a Bachelor's degree in Communication Science, a Master's degree in Business Administration, Research Master's degree from the University of Amsterdam. Prior to her academic career, she gained professional experience at the Netherlands Public Broadcasting organization (NPO) and several research agencies.
She is a recipient of a NWO (Dutch Research Council) promotion grant and serves as a Lecturer in Data and Artificial Intelligence at Rotterdam University of Applied Sciences, while doing her PhD.
Her research interests lie in emerging digital technologies, application of large language models (LLMs), brand activism, brand communications with tools such as text-analysis, field data, unstructured data and webscraping.
Nelleke de Boer
With brands increasingly taking public stances on societal and political issues, the question of how these communications are received, amplified, and monetized across digital platforms has become one of marketing's most pressing challenges.
The rise of large language models and the abundance of unstructured social media data offer new opportunities to study these dynamics at a scale and granularity previously unavailable to researchers.
Her research aims to advance our understanding of how brands communicate purpose and activism across digital platforms, and what role emerging AI technologies including large language models and computational text analysis play in both producing and analyzing this communication. By combining social media data, web scraping, and field data, she examines how brand messaging travels through digital ecosystems, how audiences engage with it, and what this means for brand legitimacy and reputation in an increasingly polarized media landscape.
In addition to her research, Nelleke de Boer is actively involved in teaching at the intersection of data science and marketing practice. At Rotterdam University of Applied Sciences, she teaches courses on data science, data visualization, machine learning, Python programming, and research methods.
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