Bianca is all about using communication and media to spark change in society. Think of campaigns that inspire people to live more sustainably, or media concepts that get young people moving when it comes to their health. She works together with businesses, governments and organisations to make that happen.
Her research also digs into an important question: what really works in marketing and communication, and what doesn’t? And just as crucial, how can we use these tools in a way that’s ethical, responsible and authentic?
On top of that, she looks at the bigger picture: the social responsibility of media organisations themselves. Because media don’t just tell stories - they help shape the world we live in.
Bianca earned her PhD at the University of Groningen in 2021 with research into branded content in digital contexts. She also completed her Master’s in Marketing Management there. Alongside a strong academic background, she brings hands-on experience as a marketing manager and consultant in the entertainment industry, working with companies such as Sony Music.
At NHL Stenden University of Applied Sciences, Bianca developed the Master’s in Content & Media Strategy - now the largest professional Master’s programme in the economic domain in the Netherlands. She also served for seven years on the executive board of the European Media Management Association, is associate editor of the Journal of Media Business, and publishes internationally on media, marketing and sustainable behaviour.
Research Group: Transformational Media
The Transformational Media research group explores how communication and media can drive social change.
- How can brands connect authentically to sustainability without falling into the trap of purpose washing?
- How can communication create support for sustainable innovations, or encourage healthier behaviour through online content?
- And what role does media play in times of crisis?
Together with industry partners, students and communities, the group seeks answers to these questions and more. The goal: to develop insights, tools and interventions that contribute to sustainable change and create real impact in society.
Projects
The research group in the media
Guess what I am? Clever marketing or deception? Agricultural campaign misses the mark (NL)
Opinion piece in the Leeuwarder Courant'Unfortunately, there is still a lot of greenhushing' (NL)
Interview in Publique, platform for live communicationThat meatball can go without you for a week. Go to the supermarket and choose an alternative. (NL)
Opinion piece in Dagblad van het NoordenA 600-euro rug for 60 euros and dirt-cheap garden lamps: retailers do the craziest things on Black Friday. “You're being lured into a trap” (NL)
Article in the Leeuwarder Courant
Publications
Anton, A., Zakrzewska, E., Maijanen, P., Sámelová, A., Will, A., Harms, B., Bezchotnikova, S., Skulte, I., Matei, A., Dudziak-Kisio, M., Anghel, G., & Jupowicz-Ginalska, A. (2025). A media CSR model for wartime contexts. Journal of Media Business Studies. Advance online publication. https://doi.org/10.1080/16522354.2025.2592392
Galama, J., & Harms, B. (2025). Promoting sustainable disposal behaviour of unused medicines: Exploring the barriers and drivers using the COM-B model. Sustainable Futures, 10, 101104. https://doi.org/10.1016/j.sftr.2025.101104 (ENG)
Harms, B., & Evens, T. (2025). The future is digital and sustainable: redefining media through twin transformation- 2024 special issue of the european media management association (emma). Journal of Media Business Studies, 1–7. https://www.tandfonline.com/doi/full/10.1080/16522354.2025.2538161 (ENG)
Brijker, A., & Harms, B. (2023). Interventies voor het stimuleren van gezond en duurzaam voedingsgedrag: Een literatuurstudie. https://doi.org/10.48544/132ef38b-c373-4df5-a42e-7360f5ac8097
Galama, J. & Harms B., (Mei, 2023) Quantitative behavioural research on unused medicine residues, a COM-B approach, NHL Stenden, Leeuwarden.
Harms, B. & De Gier, H.J. (2023) Higher education lecturers want more focus on sustainability in curricula. 15 juni 2023 https://www.scienceguide.nl/2023/06/hbo-docenten-willen-meer-aandacht-voor-duurzaamheid-in-curricula/ (NL)
Harms, B., Tarkowska, N. & Nijbroek, B. (Juli 2023) Harmonizing Sustainability: Evaluating Practices and Communication in European Music Festivals, NHL Stenden, Leeuwarden.
Harms, B., Hoekstra, J.C., and Bijmolt, T.H.A., (2022). Sponsored Influencer Vlogs and Young Viewers: When Sponsorship Disclosure does not Enhance Advertising Literacy, and Parental Mediation Backfires, Journal of Interactive Marketing. 57-1, 35-5. (Winner of the Best Paper Award 2022)
Harms, B & Tarkowska, N. (Oktober 2022) Vaping among Teens. NHL Stenden, Leeuwarden.