Skip to main content
Dr Denitsa Dineva

Dr Denitsa Dineva

Lecturer in Marketing and Strategy

Email
dinevad@cardiff.ac.uk
Telephone
+44 (0)29 2087 6407
Campuses
B17, Aberconway Building, Colum Road, Cathays, Cardiff, CF10 3EU
Users
Available for postgraduate supervision

Overview

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 uncivil consumer-to-consumer communication, conflict management and online communities based on social media sites. Denitsa has published in the Journal of Marketing Management and Strategic Change and acts as an ad hoc reviewer for various international journals.

Biography

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

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
  • 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

Committees and reviewing

Ad hoc reviewer for:

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

Publications

2019

2018

2017

2016

Teaching

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

Supervision

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

  • Hostile consumer-to-consumer communication
  • Conflict management in online environments
  • Social media content moderation and user engagement