![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
(she/her)
BSc, MSc, PhD, FHEA
Senior Lecturer in Marketing and Strategy
- DinevaD@cardiff.ac.uk
- +44 29208 76407
- Aberconway Building, Room B17, Colum Road, Cathays, Cardiff, CF10 3EU
- Available for postgraduate supervision
Overview
Denitsa Dineva is a Senior Lecturer (Associate Professor) in Marketing and Strategy at Cardiff Business School. 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 marketing including dysfunctional user behaviours such as conflicts and trolling, social media content moderation and conflict management. 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. At present, Denitsa sits on the grant review panel for the College of Arts, Humanities and Social Sciences and is a member of Cardiff Business School's Ethics Committee.
Public value statement: My research aims to understand and disseminate knowledge about why and what types of incivility occur on social media and how organisations can address this prevalent social and commercial problem. In my teaching, I adhere strongly to active and problem-based learning and I strive to develop critical, skilled, and conscientious graduates in the domain of digital marketing and its unintended consequences.
Publication
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)
Adrannau llyfrau
- 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.
Arall
- 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)
Erthyglau
- 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)
Gwefannau
- 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.
Research
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
- Brand communication strategies on social media
Teaching
Denitsa is currently on leave until July 2024.
In the past, Denitsa has been the module leader for the following modules:
- BST240 Digital Marketing (MSc Strategic Marketing module)
- BST356 Digital Marketing (MSc Marketing module)
- BS3012 Digital Marketing (third year BSc Business and Management module)
Other teaching commitments:
- Executive education - Digital Adoption, Help To Grow Management
- MSc, MBA and MBM dissertation project supervisor
Biography
Qualifications
- PhD in Business and Management (Digital Marketing), Aberystwyth University
- MSc in Marketing, Aberystwyth University
- BSc in Business and Management, Aberystwyth University
Honours and awards
Awards & Nominations
- 'Most Uplifting Staff Member' nomination, Enriching Student Life Awards, 2023
- 'Most downloaded paper in 2022' in Psychology & Marketing, 2022
- 3 Minute Thesis First Prize, Aberystwyth University, 2018
- Best paper in track award, Academy of Marketing Conference, Newcastle, 2016
Internal & External funding
- Harmonised Impact Acceleration Account, ESRC, Co-I, 2023, £23,878
- LTA Research Internship, Cardiff University, PI 2023; £2,000
- Management KTP, UKRI, Co-I, 2022: £180,299
- Public Value Programme Student Internship, PI, The Hodge Foundation, PI, 2022: £2,000
- Innovation for All, UKRI HE Innovation Funding, Co-I, 2022: £62,785
- Seedcorn funding, Cardiff Business School, PI, 2020-22: £5,959.67
Professional memberships
- 2020 - present: Fellow of Advance HE
- 2017 - 2020: Associate Fellow of Advance HE
Academic positions
- August 2023 - present: Senior Lecturer in Marketing and Strategy, Cardiff University
- December 2021 - present: External Examiner, University of Liverpool
- January 2020 - August 2023: Lecturer in Marketing and Strategy, Cardiff University
- January 2019 - January 2020: Lecturer in Marketing, Edinburgh Napier University
- September 2016 - December 2018: Part-time Lecturer, Aberystwyth University
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, Industrial Marketing Management, Psychology & Marketing, Journal of Marketing Management, and Routledge.
- Member of Cardiff Business School's Research Ethics Committee.
- Member of AHSS research grant peer review college.
Supervisions
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.
Research themes
Specialisms
- Digital Marketing