In August 2018, Brahim obtained his PhD degree in Communication Studies at the University of Antwerp. The topic of his dissertation was how adolescents' interact with targeted advertising on social media. His fields of interest are personalised (marketing)communication through ICT, advertising and persuasion. He has presented his work at a variety of national and international conferences (e.g. ICA, ICORIA, CTC, ECREA, Etmaal van de Communicatiewetenschap), and has published his work in international peer reviewed journals (e.g. International Journal of Advertising, Computers in Human Behavior, Journal of Advertising)
During his PhD, Brahim was working as a researcher for the AdLit project (VLAIO), an interdisciplinary research project on advertising literacy among children and adolescents (http://www.adlit.be).