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Peter Kerkhof is full professor in Social Media at the department of Communication Science and vice dean of education at the Faculty of Social Sciences at Vrije Universiteit Amsterdam. He holds a PhD (1997) in (social) psychology from Vrije Universiteit Amsterdam. Over the course of his academic career, dr. Kerkhof has published extensively on both the individual use of online media and the relation between individuals and organizations in online environments.

From 2010 to 2014, Peter Kerkhof was appointed special chair of content marketing at the Amsterdam School of Communication Research (ASCoR, University of Amsterdam). Content marketing refers to non-ad, customer centric marketing communications in which the goal is to inform and entertain rather than to explicitly persuade consumers. Since his appointment as full professor in Social Media at Vrije Universiteit Amsterdam in 2014, his research focuses on the use of social media by organizations and individuals, particularly on the question how online information and interactions shape impressions of organizations and their products, services or policies. Peter Kerkhof has published his work in leading journals like Journal of Computer-Mediated Communication, Human Communication Research, Journal of Interactive Marketing, and Tourism Management.

Peter Kerkhof has held many administrative positions. Currenly he serves as teh vice dean of education of Faculty of Social Sciences at Vrije Universiteit Amsterdam. He has been the chair of the department of Communication Science at Vrije Universiteit Amsterdam from 2010 until 2018. From 2007 until 2010 he served on the faculty board of the Faculty of Social Sciences and was responsible for all of the faculty’s bachelor and master programs. Before 2007 he was chair of the department of Communication Science and program director of the bachelor and master program in Communication Science.

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Research Output 1997 2020

Adapting to an Emerging Social Media Landscape: : The Rise of Informalization of Company Communication in Tourism

Dijkmans, C., Kerkhof, P. & Beukeboom, C., 2020, Information and Communication Technologies in Tourism 2020: Proceedings of the International Conference in Surrey, United Kingdom, January 08–10, 2020. Neidhardt, J. & Wörndl, W. (eds.). Cham: Springer, p. 3-14

Research output: Chapter in Book / Report / Conference proceedingConference contributionAcademicpeer-review

Open Access
Social media
Tourism industry

Spontaneous approach reactions toward social media cues

Du, J., van Koningsbruggen, G. M. & Kerkhof, P., 1 Feb 2020, In : Computers in Human Behavior. 103, p. 101-108 8 p.

Research output: Contribution to JournalArticleAcademicpeer-review

Social Media

The role of disclosure in relationships

Willems, Y. E., Finkenauer, C. & Kerkhof, P., 1 Feb 2020, In : Current opinion in psychology. 31, p. 33-37 5 p.

Research output: Contribution to JournalReview articleAcademicpeer-review

Self Disclosure
Open Access

Never too far away? The Roles of Social Network Sites in Sojourners' Adjustment

Billedo, C. J., 2019, 195 p.

Research output: PhD ThesisPhD Thesis - Research VU, graduation VUAcademic

Open Access

Activities 2003 2017

  • 16 Lecture / Presentation
  • 6 Membership
  • 2 Expert meeting

Social Media

Peter Kerkhof (Speaker)
21 Mar 2017

Activity: Lecture / PresentationPopular

Social media and societal resilience

P. Kerkhof (Speaker)
23 Jan 2017

Activity: Lecture / PresentationProfessional

NWO (External organisation)

P. Kerkhof (Member)

Activity: MembershipSocietal

Aanwezigheid van merken in social media 2010-2015: Omvang en effectiviteit

P. Kerkhof (Speaker)
22 Mar 2016

Activity: Lecture / PresentationProfessional

Social media and health communication (keynote)

P. Kerkhof (Speaker)
30 Sep 2016

Activity: Lecture / PresentationProfessional


Bob Heath best Faculty paper award

Peter Kerkhof (Recipient), 21 May 2015


Press / Media

Zaken doen met social media.

Peter Kerkhof


1 media contribution

Press/Media: Other

Techbazen volgen nauwelijks vrouwen op Twitter

Peter Kerkhof


1 media contribution

Press/Media: Expert Comment

Facebook livestreamt vanuit de ruimte

Peter Kerkhof


1 media contribution

Press/Media: Other

Vind ik machtig

Peter Kerkhof


1 media contribution

Press/Media: Other

Voor jongeren voelt Twitter als een jungle

Peter Kerkhof


1 media contribution

Press/Media: Other