Ewch i’r prif gynnwys
Dr Denitsa Dineva

Dr Denitsa Dineva

Lecturer in Marketing and Strategy

+44 (0)29 2087 6407
B17, Adeilad Aberconwy, Rhodfa Colum, Cathays, Caerdydd, CF10 3EU
Ar gael fel goruchwyliwr ôl-raddedig


Denitsa Dineva is a Lecturer in Marketing and Strategy at Cardiff Business School. Denitsa joined Cardiff University in 2020, having previously worked in Edinburgh Napier University as a Lecturer in Marketing and Aberystwyth University as a part-time Lecturer while studying for her PhD degree. Denitsa has a degree in Business and Management, a specialist MSc degree in Marketing and a PhD in Business and Management (Digital Marketing). Denitsa is also a Fellow of Advance HE.

Prior to her career in academia, Denitsa worked as a Consumer Finance Advisor at Lloyds Banking Group and has held various Marketing roles in both for-profit and non-profit organisations. 

Denitsa is particularly interested in researching the dark side of digital and social media marketing ranging from online misbehaviours (e.g., consumer conflicts, trolling) to their management including conflict moderation, corporate crisis communication and more generally social media content and engagement behaviours. Denitsa's work has been published in inter-disciplinary outlets including marketing, information technology, social psychology and hospitality. Denitsa acts as an ad hoc reviewer for a number of internationally recognised journals. 



  • PhD in Business and Management (Digital Marketing), Aberystwyth University, 2019
  • MSc in Marketing, Aberystwyth University, 2015
  • BSc in Business and Management, Aberystwyth University, 2013

Anrhydeddau a Dyfarniadau

  • Hodge Foundation funding, £2,000, Cardiff Business School, 2022
  • Innovation for All funding, £62,785, Cardiff University, 2022
  • Three seedcorn funding awards (PI), £6,000, Cardiff Business School, 2020-22
  • 3 Minute Thesis First Prize, Aberystwyth University, 2018
  • Small research grant award (PI), £3,250, Plymouth University, 2017
  • Best paper in track award, Academy of Marketing Conference, Newcastle, 2016

Aelodaethau proffesiynol

  • Fellow of Advance HE

Safleoedd academaidd blaenorol

  • May 2022 - present: External Examiner, University of Liverpool
  • January 2020 - present: Lecturer in Marketing and Strategy, Cardiff University
  • January 2021 - December 2021: External UG dissertation supervisor, Tallinn University of Technology - TalTech, Estonia
  • January 2019 - January 2020: Lecturer in Marketing, Edinburgh Napier University
  • September 2016 - December 2018: Part-time Lecturer, Aberystwyth University

Ymrwymiadau siarad cyhoeddus


  • SERVSIG, University of Strathclyde, 2022
  • Global Brand Conference, Sheffield Hallam University, 2022
  • European Academy of Marketing Conference, University of Hamburg, 2019
  • Academy of Marketing Conference, 2016-2021

Guest Speaker Engagements

  • Guest lecturer at Liverpool University's Collaborative Online International Learning (COIL) exchange project, 2022 
  • Plenary speaker at the Faculty of Business and Physical Sciences PGR Conference, Aberystwyth University, 2021
  • Invited research talk, University of St Andrews, St Andrews, 2019


  • "How do the makers of Lynx feel about being a Christmas meme?", Metro Lifestyle, Read more here

  • "Six things social media users and businesses can do to combat hate online", The Conversation UK, Read more here.

Pwyllgorau ac adolygu

  • Ad hoc journal reviewer for: Journal of Business Research, Journal of Interactive Marketing, Journal of Service Management, The Information Society, Qualitative Market Research: An International Journal, Journal of Strategic Marketing, Industrial Marketing Management, Psychology & Marketing, and Routledge.
  • Member of Cardiff Business School's Research Ethics Committee.
  • Member of AHSS research grant peer review college.








Denitsa is currently the module leader for the following modules:

She co-teaches on BS3012 Digital Marketing (third year BSc Business and Management module).

Denitsa is also a dissertation supervisor for BST720 Consultancy Challenge. 

Previous teaching commitments:

  • Executive education - Digital Adoption, Help To Grow Management
  • MSc dissertation project supervisor
  • MBA group project supervisor

Research interests: 

  • Uncivil consumer-to-consumer (C2C) communication
  • Negative consumer engagement behaviours on social media
  • Conflict management in the social media
  • Social media management and content moderation
  • Non-profit and ethical marketing


I am interested in supervising PhD students in the areas of:

  • Online dysfunctional behaviours e.g., negative word-of-mouth, incivility, flaming, sharing fake news
  • Incivility management and mitigation in the social media
  • Social media content moderation and user engagement
  • Social media engagement: antecedents and consequences

Prospective PhD candidates are encouraged to send Denitsa a research proposal outlining their research topic and preferred methodology. 

Past projects