Skip to main content
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 currently an Associate 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, 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

  • Associate 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

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 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:

  • Dysfunctional online behaviours 
  • Conflict management in online environments
  • Social media content moderation and user engagement