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Dr Denitsa Dineva

Dr Denitsa Dineva

Lecturer in Marketing and Strategy

Email
dinevad@cardiff.ac.uk
Campuses
B17, Aberconway Building, Colum Road, Cathays, Cardiff, CF10 3EU

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 currently an Associate Fellow of Advance HE.

Denitsa is an Early Career Academic interested in the dark side of social media. Specifically, she investigates consumer aggression, conflict management and social media-based online communities. Denitsa has published in the Journal of Marketing Management and Strategic Change and has acted as an ad hoc reviewer for various international journals.  

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

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

Professional memberships

  • Member of the Academy of Marketing 
  • Associate Fellow of the Advance HE 

Academic positions

  • January 2019 - January 2020: Lecturer in Marketing, Edinburgh Napier University
  • January 2016 - May 2019 - PhD Candidate and Part-time Tutor 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 guest 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

Committees and reviewing

Ad hoc reviewer for:

  • Journal of Business Research
  • Journal of Service Management
  • The Information Society
  • Qualitative Market Research
  • Routledge

Denitsa is currently co-teaching on the following modules with Dr Rebecca Mardon:

  • BS3012 Digital Marketing  
  • BST240 Digital Marketing

Denitsa is the module coordinator for the following modules:

  • BST547 Digital Media Management

Please email Denitsa for an appointment. 

Research interests: 

  • Brand bullying 
  • Consumer aggression (i.e. online conflict)
  • Conflict management
  • Social media management
  • Non-profit and ethical marketing