![Denitsa Dineva BSc, MSc, PhD, FHEA](https://profiles-cardiff.imgix.net/attachments/4487?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Dr Denitsa Dineva
(hi/ei)
BSc, MSc, PhD, FHEA
Uwch Ddarlithydd mewn Marchnata a Strategaeth
- DinevaD@caerdydd.ac.uk
- +44 29208 76407
- Adeilad Aberconwy, Ystafell B17, Rhodfa Colum, Cathays, Caerdydd, CF10 3EU
- Ar gael fel goruchwyliwr ôl-raddedig
Trosolwyg
Mae Denitsa Dineva yn Uwch Ddarlithydd (Athro Cyswllt) mewn Marchnata a Strategaeth yn Ysgol Busnes Caerdydd. Mae gan Denitsa radd mewn Busnes a Rheolaeth, gradd MSc arbenigol mewn Marchnata a PhD mewn Busnes a Rheolaeth (Marchnata Digidol). Mae Denitsa hefyd yn Gymrawd o Advance HE. Cyn ei gyrfa yn y byd academaidd, bu Denitsa yn gweithio fel Cynghorydd Cyllid Defnyddwyr yng Ngrŵp Bancio Lloyds ac mae wedi dal amryw o rolau Marchnata mewn sefydliadau dielw a dielw.
Mae gan Denitsa ddiddordeb arbennig mewn ymchwilio i ochr dywyll marchnata digidol gan gynnwys ymddygiadau defnyddwyr camweithredol fel gwrthdaro a trolio, cymedroli cynnwys cyfryngau cymdeithasol a rheoli gwrthdaro. Mae gwaith Denitsa wedi'i gyhoeddi mewn allfeydd rhyngddisgyblaethol gan gynnwys marchnata, technoleg gwybodaeth, seicoleg gymdeithasol a lletygarwch. Mae Denitsa yn gweithredu fel adolygydd ad hoc ar gyfer nifer o gyfnodolion a gydnabyddir yn rhyngwladol. Ar hyn o bryd, mae Denitsa yn aelod o'r panel adolygu grantiau ar gyfer Coleg y Celfyddydau, y Dyniaethau a'r Gwyddorau Cymdeithasol ac mae'n aelod o Bwyllgor Moeseg Ysgol Busnes Caerdydd.
Datganiad gwerth cyhoeddus: Nod fy ymchwil yw deall a lledaenu gwybodaeth am pam a pha fathau o amharchus sy'n digwydd ar gyfryngau cymdeithasol a sut y gall sefydliadau fynd i'r afael â'r broblem gymdeithasol a masnachol gyffredin hon. Yn fy nysgeidiaeth, rwy'n glynu'n gryf at ddysgu gweithredol sy'n seiliedig ar broblemau ac rwy'n ymdrechu i ddatblygu graddedigion beirniadol, medrus a chydwybodol ym maes marchnata digidol a'i ganlyniadau anfwriadol.
Cyhoeddiad
2023
- Dineva, D., Breitsohl, J., Roschk, H. and Hosseinpour, M. 2023. Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers. International Marketing Review 40(5), pp. 1112-1133. (10.1108/IMR-12-2021-0368)
- Dineva, D. 2023. Apple, Disney and other big brands are pulling X ads – why Elon Musk’s latest ‘firestorm’ could bring down the company. [Online]. The Conversation: The Conversation Trust (UK) Limited. Available at: https://theconversation.com/apple-disney-and-other-big-brands-are-pulling-x-ads-why-elon-musks-latest-firestorm-could-bring-down-the-company-218961#:~:text=Musk's%20behaviour%20affects%20advertisers%20and,supporting%20his%20stance%2C%20for%20example.
- Dineva, D. and Daunt, K. L. 2023. Reframing online brand community management: consumer conflicts, their consequences, and moderation. European Journal of Marketing 57(10), pp. 2653-2682. (10.1108/EJM-03-2022-0227)
- Dineva, D. 2023. Value creation through digital content: user co-creation value. In: Krowinska, A. et al. eds. Digital Content Marketing. London, UK: Routledge, pp. 105-119., (10.4324/9781003346500)
- Dineva, D. 2023. X users will need protection after the ‘block’ feature is removed – here’s why businesses are better than people at moderating negative comments. The Conversation 2023(29 Aug)
- Dineva, D. 2023. Mixed methods research Part 1: Collecting and analyzing social media textual data using netnography and thematic analysis. SAGE Publications. (10.4135/9781529629521)
- Dineva, D. 2023. Mixed methods research Part 2: Designing an online experimental survey from prior qualitative research and using one-way ANOVA in SPSS for data analysis. SAGE Publications. (10.4135/9781529629538)
- Dineva, D. 2023. Consumer incivility in virtual spaces: implications for interactive marketing research and practice. In: Wang, C. L. ed. The Palgrave Handbook of Interactive Marketing. Cham, Switzerland: Palgrave Macmillan, pp. 917-937., (10.1007/978-3-031-14961-0_39)
2022
- Dineva, D. and Breitsohl, J. 2022. Managing uncivil interactions in online brand communities. In: Hanlon, A. and Tuten, T. L. eds. The SAGE Handbook of Digital & Social Media Marketing., Vol. 2. SAGE Publishing, pp. 485-503.
- Colmekcioglu, N., Dineva, D. and Lu, X. 2022. “Building back better”: the impact of the COVID-19 pandemic on the resilience of the hospitality and tourism industries. International Journal of Contemporary Hospitality Management (10.1108/IJCHM-12-2021-1509)
- Moldes, O., Dineva, D. and Ku, L. 2022. Has the COVID-19 pandemic made us more materialistic? The effect of COVID-19 and lockdown restrictions on the endorsement of materialism. Psychology and Marketing 39(5), pp. 892-905. (10.1002/mar.21627)
- Dineva, D. 2022. Six things social media users and businesses can do to combat hate online. The Conversation
- Dineva, D. and Breitsohl, J. 2022. Managing trolling in online communities: an organizational perspective. Internet Research 32(1), pp. 292-311. (10.1108/INTR-08-2020-0462)
2020
- Dineva, D., Breitsohl, J., Garrod, B. and Megicks, P. 2020. Consumer responses to conflict-management strategies on non-profit social media fan pages. Journal of Interactive Marketing 52, pp. 118-136. (10.1016/j.intmar.2020.05.002)
2019
- Dineva, D., Lu, X. and Breitsohl, J. 2019. Social media conflicts during the financial crisis: managerial implications for retail banks. Strategic Change 28(5), pp. 381-386. (10.1002/jsc.2292)
2017
- Dineva, D. P., Breitsohl, J. C. and Garrod, B. 2017. Corporate conflict management on social media brand fan pages. Journal of Marketing Management 33(9-10), pp. 679-698. (10.1080/0267257X.2017.1329225)
Articles
- Dineva, D., Breitsohl, J., Roschk, H. and Hosseinpour, M. 2023. Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers. International Marketing Review 40(5), pp. 1112-1133. (10.1108/IMR-12-2021-0368)
- Dineva, D. and Daunt, K. L. 2023. Reframing online brand community management: consumer conflicts, their consequences, and moderation. European Journal of Marketing 57(10), pp. 2653-2682. (10.1108/EJM-03-2022-0227)
- Dineva, D. 2023. X users will need protection after the ‘block’ feature is removed – here’s why businesses are better than people at moderating negative comments. The Conversation 2023(29 Aug)
- Colmekcioglu, N., Dineva, D. and Lu, X. 2022. “Building back better”: the impact of the COVID-19 pandemic on the resilience of the hospitality and tourism industries. International Journal of Contemporary Hospitality Management (10.1108/IJCHM-12-2021-1509)
- Moldes, O., Dineva, D. and Ku, L. 2022. Has the COVID-19 pandemic made us more materialistic? The effect of COVID-19 and lockdown restrictions on the endorsement of materialism. Psychology and Marketing 39(5), pp. 892-905. (10.1002/mar.21627)
- Dineva, D. 2022. Six things social media users and businesses can do to combat hate online. The Conversation
- Dineva, D. and Breitsohl, J. 2022. Managing trolling in online communities: an organizational perspective. Internet Research 32(1), pp. 292-311. (10.1108/INTR-08-2020-0462)
- Dineva, D., Breitsohl, J., Garrod, B. and Megicks, P. 2020. Consumer responses to conflict-management strategies on non-profit social media fan pages. Journal of Interactive Marketing 52, pp. 118-136. (10.1016/j.intmar.2020.05.002)
- Dineva, D., Lu, X. and Breitsohl, J. 2019. Social media conflicts during the financial crisis: managerial implications for retail banks. Strategic Change 28(5), pp. 381-386. (10.1002/jsc.2292)
- Dineva, D. P., Breitsohl, J. C. and Garrod, B. 2017. Corporate conflict management on social media brand fan pages. Journal of Marketing Management 33(9-10), pp. 679-698. (10.1080/0267257X.2017.1329225)
Book sections
- Dineva, D. 2023. Value creation through digital content: user co-creation value. In: Krowinska, A. et al. eds. Digital Content Marketing. London, UK: Routledge, pp. 105-119., (10.4324/9781003346500)
- Dineva, D. 2023. Consumer incivility in virtual spaces: implications for interactive marketing research and practice. In: Wang, C. L. ed. The Palgrave Handbook of Interactive Marketing. Cham, Switzerland: Palgrave Macmillan, pp. 917-937., (10.1007/978-3-031-14961-0_39)
- Dineva, D. and Breitsohl, J. 2022. Managing uncivil interactions in online brand communities. In: Hanlon, A. and Tuten, T. L. eds. The SAGE Handbook of Digital & Social Media Marketing., Vol. 2. SAGE Publishing, pp. 485-503.
Other
- Dineva, D. 2023. Mixed methods research Part 1: Collecting and analyzing social media textual data using netnography and thematic analysis. SAGE Publications. (10.4135/9781529629521)
- Dineva, D. 2023. Mixed methods research Part 2: Designing an online experimental survey from prior qualitative research and using one-way ANOVA in SPSS for data analysis. SAGE Publications. (10.4135/9781529629538)
Websites
- Dineva, D. 2023. Apple, Disney and other big brands are pulling X ads – why Elon Musk’s latest ‘firestorm’ could bring down the company. [Online]. The Conversation: The Conversation Trust (UK) Limited. Available at: https://theconversation.com/apple-disney-and-other-big-brands-are-pulling-x-ads-why-elon-musks-latest-firestorm-could-bring-down-the-company-218961#:~:text=Musk's%20behaviour%20affects%20advertisers%20and,supporting%20his%20stance%2C%20for%20example.
Ymchwil
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
Addysgu
Mae Denitsa ar hyn o bryd ar wyliau tan fis Gorffennaf 2024.
Yn y gorffennol, Denitsa fu'r arweinydd modiwl ar gyfer y modiwlau canlynol:
- BST240 Marchnata Digidol (modiwl MSc Marchnata Strategol )
- BST356 Marchnata Digidol (modiwl MSc Marchnata )
- BS3012 Marchnata Digidol (modiwl BSc Busnes a Rheolaeth yn y drydedd flwyddyn )
Ymrwymiadau addysgu eraill:
- Addysg weithredol - Mabwysiadu Digidol, Rheoli Cymorth i Dyfu
- MSc, MBA a goruchwyliwr prosiect traethawd hir MBM
Bywgraffiad
Qualifications
- 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
Gwobrau ac Enwebiadau
- Enwebiad 'Aelod Staff Mwyaf Dyrchafol', Gwobrau Cyfoethogi Bywyd Myfyrwyr, 2023
- 'Papur a lawrlwythwyd fwyaf yn 2022' yn Seicoleg a Marchnata, 2022
- Gwobr Gyntaf Thesis 3 Munud, Prifysgol Aberystwyth, 2018
- Gwobr papur gorau yn y trac, Cynhadledd Academi Marchnata, Newcastle, 2016
Cyllid mewnol ac allanol
- Cyfrif Cyflymu Effaith Cysonedig, ESRC, Cyd-I, 2023, £23,878
- Interniaeth Ymchwil LTA, Prifysgol Caerdydd, PI 2023; £2,000
- Rheoli KTP, UKRI®, Co-I, 2022: £180,299
- Rhaglen Gwerth Cyhoeddus Interniaeth i Fyfyrwyr, PI, Sefydliad Hodge, PI, 2022: £2,000
- Arloesi i Bawb, Cyllid Arloesi UKRI AU, Co-I, 2022: £62,785
- Cyllid seedcorn, Ysgol Busnes Caerdydd, PI, 2020-22: £5,959.67
Aelodaethau proffesiynol
- Fellow of Advance HE
Safleoedd academaidd blaenorol
- Awst 2023 - presennol: Uwch Ddarlithydd mewn Marchnata a Strategaeth, Prifysgol Caerdydd
- Rhagfyr 2021 - Yn bresennol: Arholwr Allanol, Prifysgol Lerpwl
- Ionawr 2020 - Awst 2023: Darlithydd mewn Marchnata a Strategaeth, Prifysgol Caerdydd
- Ionawr 2019 - Ionawr 2020: Darlithydd mewn Marchnata, Prifysgol Napier Caeredin
- Medi 2016 - Rhagfyr 2018: Darlithydd Rhan-amser, Prifysgol Aberystwyth
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.
Meysydd goruchwyliaeth
Mae gen i ddiddordeb mewn goruchwylio myfyrwyr PhD ym meysydd:
- Ymddygiad camweithredol ar-lein e.e. geiriau negyddol ar lafar, anffyddlondeb, fflamio, rhannu newyddion ffug
- Rheoli a lliniaru anwaredd yn y cyfryngau cymdeithasol
- Cymedroli cynnwys cyfryngau cymdeithasol ac ymgysylltu â defnyddwyr
- Ymgysylltu â'r cyfryngau cymdeithasol: cynseiliau a chanlyniadau
Anogir darpar ymgeiswyr PhD i anfon cynnig ymchwil i Denitsa yn amlinellu eu pwnc ymchwil a'u methodoleg a ffefrir.
Themâu ymchwil
Arbenigeddau
- Marchnata Digidol