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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 joined Cardiff Business School in 2020 as a Lecturer in Marketing and Strategy. 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. 



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

Honours and awards

  • 'Most downloaded paper in 2022' in Psychology & Marketing, 2022
  • Public Value Programme Student Internships, £2,000, The Hodge Foundation, 2022
  • Innovation for All, £62,785, UKRI HE Innovation Funding, 2022
  • Three seedcorn funding awards (PI), £6,000, Cardiff Business School, 2020-22
  • 3 Minute Thesis First Prize, Aberystwyth University, 2018
  • Small research grant award (PI), £3,250, Plymouth University, 2017
  • Best paper in track award, Academy of Marketing Conference, Newcastle, 2016

Professional memberships

  • 2020 - present: Fellow of Advance HE 
  • 2017 - 2020: Associate Fellow of Advance HE

Academic positions

  • January 2020 - present: Lecturer in Marketing and Strategy, Cardiff University
  • December 2021 - present: External Examiner, University of Liverpool
  • January 2019 - January 2020: Lecturer in Marketing, Edinburgh Napier University
  • September 2016 - December 2018: Part-time Lecturer, Aberystwyth University

Speaking engagements


  • SERVSIG, University of Strathclyde, 2022
  • Global Brand Conference, Sheffield Hallam University, 2022
  • European Academy of Marketing Conference, University of Hamburg, 2019
  • Academy of Marketing Conference, 2016-2021

Guest Speaker Engagements

  • Guest lecturer at Liverpool University's Collaborative Online International Learning (COIL) exchange project, 2022 
  • Plenary speaker at the Faculty of Business and Physical Sciences PGR Conference, Aberystwyth University, 2021
  • Invited research talk, University of St Andrews, St Andrews, 2019


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

  • "Six things social media users and businesses can do to combat hate online", The Conversation UK, 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, 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.








Denitsa is currently the module leader for the following modules:

She co-teaches on BS3012 Digital Marketing (third year BSc Business and Management module).

Other teaching commitments:

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


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. 

Past projects