Emma Beuckels


I defended my PhD on 'media multitasking and advertising effects' at the Ghent University in September 2020. Shortly after, i started working as a postdoctoral researcher at the department of Communication Sciences of Ghent University. Youngsters are constantly surrounded by media devices nowadays, and often engage with them simultaneously (i.e. media multitasking). The project I am currently working on aims to examine the impact of media multitasking with social media on the depletion of executive control and further proposes two parallel psychological processes by which adolescents’ susceptibility towards influencer marketing could be affected. The outcome of this project will consist of clear guidelines on how to bolster adolescents against influencer marketing when social media multitasking.
To find out more about my work, please have a look here.

PhD Project

A few months after graduating, I obtained a grant from the Research Foundation - Flanders (FWO). This permitted me to start working as a CEPEC PhD student in January 2016. My PhD project investigates advertising effectiveness within a media multitasking context and runs until December 2020.

Supervisors: Liselot Hudders and Verolien Cauberghe

Postdoc Project

While finishing up my PhD project, I obtained a Junior Postdoc Fellowship from the Research Foundation - Flanders (FWO).

Youngsters often engage in social media use while simultaneously consuming a more traditional media type. While my PhD project focused on media multitasking in global, my postdoc project therefore specifically investigates the common subtype ‘social media multitasking’. Effects on cognitive depletion and the further consequences for advertising literacy, self-esteem and responses to influencer marketing will be investigated by the use of a wide variety of methods, such as ecological momentary assessments, experimental studies and various innovative measures (e.g. eye tracking, heart rate variability, on-device loggings, etc.).



Technicum, T1, Sint-Pietersnieuwstraat 41, 9000 Ghent