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Dr Denitsa Dineva

Dr Denitsa Dineva

Lecturer in Marketing and Strategy

+44 (0)29 2087 6407
B17, Aberconway Building, Colum Road, Cathays, Cardiff, CF10 3EU
Available for postgraduate supervision


Denitsa Dineva is a Lecturer in Marketing and Strategy at Cardiff Business School. Denitsa joined Cardiff University in January 2020, having previously worked in Edinburgh Napier University as a Lecturer in Marketing. Denitsa has a degree in Business and Management, an MSc in Marketing and a PhD in Digital Marketing. Denitsa is also a Fellow of Advance HE.

Denitsa is an early career academic interested in the dark side of social media. Specifically, she investigates online misbehaviours (e.g., consumer conflicts, trolling) and their management.



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

Honours and awards

  • 3 Minute Thesis First Prize, Aberystwyth University, Aberystwyth, 2018
  • Best paper in track award, Academy of Marketing Conference, Newcastle, 2016

Professional memberships

  • Fellow of Advance HE

Academic positions

  • January 2019 - January 2020: Lecturer in Marketing, Edinburgh Napier University
  • September 2017 - December 2018: Part-time lecturer in Marketing, Aberystwyth University

Speaking engagements


  • Academy of Marketing Conference, Regent's University, London, 2019
  • European Academy of Marketing Conference, University of Hamburg, Hamburg, 2019
  • Invited research talk, University of St Andrews, St Andrews, 2019
  • Academy of Marketing Conference, University of Stirling, Stirling, 2018
  • Academy of Marketing Conference, University of Hull, Hull, 2017
  • Academy of Marketing Conference, Northumbria University, Newcastle, 2016


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

Committees and reviewing

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
  • Routledge








Denitsa is currently a module leader for the following modules:

Research interests: 

  • Uncivil consumer-to-consumer (C2C) communication 
  • Conflict management
  • 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.