Her research focuses on the new and unique characteristics of so-called new media. She examines the role of new media characteristics, such as interactivity personalization and targeting, in the persuasion process of (marketing) communications. In recent projects, she investigated effective webcare strategies to counter online complaints, consumer responses to online behavioral advertising, and advertising campaigns in social network sites. Other studies focused on interactivity effects in brand websites, political websites, online games, and digital diplomacy in social media.