Hilde's research has consistently focused on how media characteristics shape how individuals use and respond to persuasive communication. In her work she uses a mixed-methods approach; employing surveys, content analyses, experiments, observations, diaries, eye tracking, and data donation studies. Recently she has been studying algorithmic persuasion via social media, conversational (voice) agents and synced advertising. Her work has been published in the top journals in Advertising (e.g Journal of Advertising; International Journal of Advertising), Communication Science in general (e.g. Human Communication Research; New Media & Society) and interdisciplinary journals (e.g. Internet Research; Computers in Human Behavior).
Hilde is part of the AuthentiMark project, which is developing an innovative watermarking technology to combat online impersonation. This project is carried out by a broad consortium, with representation from multiple scientific disciplines and key societal sectors such as government, healthcare, and the financial sector.
