![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
- Available for postgraduate supervision
Teams and roles for Denitsa Dineva
Senior Lecturer in Marketing and Strategy
Overview
I'm a Senior Lecturer in Marketing and Strategy at Cardiff Business School. I hold a BSc in Business and Management, an MSc in Marketing, a PhD in Business and Management, and I'm a Fellow of Advance HE. Before moving into academia, I worked in marketing across both the commercial and non-profit sectors. That experience continues to shape how I approach research, teaching and business engagement.
My research explores how digital technologies shape relationships, behaviour and value creation. I'm particularly interested in what happens when organisations, brands and consumers interact in digital spaces. My work spans brand–consumer, consumer–consumer and brand–brand engagement, examining how these interactions influence marketing practice, organisational strategy and customer experiences.
At the heart of my research is a simple question: how can marketing research help organisations make better decisions? I enjoy translating research into practical insights that businesses can apply, whether that's improving digital engagement, responding to challenges in online communities, or developing more effective marketing strategies.
Like many academics, I've recently become fascinated by the opportunities and challenges presented by artificial intelligence. My most current work explores how AI is changing organisations, with a particular interest in helping SMEs adopt AI in ways that are strategic, responsible and genuinely useful rather than simply following the latest trend.
Alongside my research, I teach Digital Marketing and work closely with organisations through executive education and knowledge exchange. I regularly deliver workshops on artificial intelligence and digital transformation for SMEs, helping business owners and managers understand not just what AI can do, but where it can create real value.
My research has been published in journals including the Journal of Interactive Marketing, Journal of Business Research, European Journal of Marketing, Psychology & Marketing, Internet Research and the Journal of Marketing Management. I also write for The Conversation UK, with the goal to make academic research accessible to wider audiences, and have secured both internal and external funding for projects focused on digital marketing, AI and digital communication.
Research highlights
🤝Brands don't always need to compete to stand out. My research shows that when brands interact positively with one another on social media, audiences often respond more favourably than when brands rely on sarcasm or one-upmanship.
🛡️Deleting toxic comments isn't necessarily bad for business. I've found that organisations willing to challenge abusive behaviour online are often seen as more competent and trustworthy than those that simply ignore it.
🎯More content isn't always better. My research shows that different types of social media content encourage different forms of customer engagement. The key isn't simply posting more often, but creating the right content to achieve the business outcome you're aiming for.
Publication
2026
- Di Domenico, G. , Mangió, F. and Dineva, D. 2026. Don’t you know that you’re toxic? How influencer-driven misinformation fuels online toxicity. Psychology and Marketing 43 (5), pp.1160-1181. (10.1002/mar.70106)
- Bhutto, M. et al., 2026. Exploring customer incivility in the service sector: a systematic review and roadmap for future research. International Journal of Consumer Studies 50 (1) e70180. (10.1111/ijcs.70180)
2025
- Dineva, D. , Lee, Z. and Mangió, F. 2025. Brand-to-brand engagement on social media: Typology and implications. Journal of Interactive Marketing 60 (4), pp.377-396. (10.1177/10949968241312173)
- Krowinska, A. and Dineva, D. 2025. The role and forms of social media branded content driving active customer engagement behaviours. Journal of Marketing Management 41 (9-10), pp.1030-1060. (10.1080/0267257X.2025.2544808)
- Lee, Z. , Dineva, D. and Mangio, F. 2025. From M&S to Duolingo: banter between brands on social media gets people buying - but there's a catch. [Online].The Conversation Trust. Available at: https://theconversation.com/from-mands-to-duolingo-banter-between-brands-on-social-media-gets-people-buying-but-theres-a-catch-256521.
- Dineva, D. , Daunt, K. and Bacile, T. 2025. Communication accommodation for de-escalating consumer tensions in online brand communities. Journal of Business Research 192 115281. (10.1016/j.jbusres.2025.115281)
- Bacile, T. et al., 2025. Schadenfreude and sympathy: observer reactions to malicious joy during social media service recovery. Journal of Interactive Marketing 60 (1), pp.44-64. (10.1177/10949968241246252)
2023
- Dineva, D. et al. 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].Vol. 5 DecThe 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., 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. [Online].Vol. 29 AugThe Conversation Trust. Available at: https://theconversation.com/x-users-will-need-protection-after-the-block-feature-is-removed-heres-why-businesses-are-better-than-people-at-moderating-negative-comments-212290.
- 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. [Online].The Conversation Trust. Available at: https://theconversation.com/six-things-social-media-users-and-businesses-can-do-to-combat-hate-online-177943.
- 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. et al. 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)
Articles
- Di Domenico, G. , Mangió, F. and Dineva, D. 2026. Don’t you know that you’re toxic? How influencer-driven misinformation fuels online toxicity. Psychology and Marketing 43 (5), pp.1160-1181. (10.1002/mar.70106)
- Bhutto, M. et al., 2026. Exploring customer incivility in the service sector: a systematic review and roadmap for future research. International Journal of Consumer Studies 50 (1) e70180. (10.1111/ijcs.70180)
- Dineva, D. , Lee, Z. and Mangió, F. 2025. Brand-to-brand engagement on social media: Typology and implications. Journal of Interactive Marketing 60 (4), pp.377-396. (10.1177/10949968241312173)
- Krowinska, A. and Dineva, D. 2025. The role and forms of social media branded content driving active customer engagement behaviours. Journal of Marketing Management 41 (9-10), pp.1030-1060. (10.1080/0267257X.2025.2544808)
- Dineva, D. , Daunt, K. and Bacile, T. 2025. Communication accommodation for de-escalating consumer tensions in online brand communities. Journal of Business Research 192 115281. (10.1016/j.jbusres.2025.115281)
- Bacile, T. et al., 2025. Schadenfreude and sympathy: observer reactions to malicious joy during social media service recovery. Journal of Interactive Marketing 60 (1), pp.44-64. (10.1177/10949968241246252)
- Dineva, D. et al. 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)
- 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. 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. et al. 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)
Book sections
- Dineva, D. 2023. Value creation through digital content: user co-creation value. In: Krowinska, A. et al., 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.
Websites
- Lee, Z. , Dineva, D. and Mangio, F. 2025. From M&S to Duolingo: banter between brands on social media gets people buying - but there's a catch. [Online].The Conversation Trust. Available at: https://theconversation.com/from-mands-to-duolingo-banter-between-brands-on-social-media-gets-people-buying-but-theres-a-catch-256521.
- 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].Vol. 5 DecThe 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. 2023. X users will need protection after the ‘block’ feature is removed – here’s why businesses are better than people at moderating negative comments. [Online].Vol. 29 AugThe Conversation Trust. Available at: https://theconversation.com/x-users-will-need-protection-after-the-block-feature-is-removed-heres-why-businesses-are-better-than-people-at-moderating-negative-comments-212290.
- Dineva, D. 2022. Six things social media users and businesses can do to combat hate online. [Online].The Conversation Trust. Available at: https://theconversation.com/six-things-social-media-users-and-businesses-can-do-to-combat-hate-online-177943.
Research
Research Interests
My research focuses on the practical application of marketing research to help organisations navigate an increasingly digital world. My current research themes include:
- Digital marketing strategy
- Consumer behaviour in digital environments
- Brand–consumer engagement
- Consumer–consumer interactions
- Brand–brand engagement
- Digital communities and online communication
- Artificial intelligence in organisations and marketing
- AI applications in marketing research
- Digital transformation and AI adoption in SMEs
Research Methods
I use a combination of qualitative, quantitative and mixed methods, including interviews, surveys, experiments, content analysis and digital trace data. My research increasingly combines traditional marketing research methods with AI-assisted approaches to examine complex digital interactions and generate insights that are relevant to both academics and practitioners.
Teaching
I am currently on research leave until 30 July 2027.
In the past, I have led and taught on 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
- 'Outstanding partnership impact' Highly commended runner up, IAA Impact Awards, Cardiff University, 2025
- Best Full Paper Award, SIM (Società Italiana Marketing) Conference, 2024
- ‘Most Uplifting Staff Member’ Nomination, Enriching Student Life Awards, Cardiff University, 2023
- Most Downloaded Paper of 2022, Psychology & Marketing, 2022
- First Prize, 3 Minute Thesis Competition, Aberystwyth University, 2018
- Best Paper in Track Award, Academy of Marketing Conference, Northumbria University, 2016
Funding (Internal & External)
- Academy of Marketing Research Funding, The Marketing Trust, PI, 2025-6 - £5,000
- LTA Research Internship, Learning and Teaching Academy, Cardiff University, PI, 2025 – £2,000
- Seedcorn Funding, Cardiff Business School, PI, 2025 – £3,890
- CRoSS (Commercialising Research out of Social Sciences) Fund, ESRC, PI, 2025-6 – £9,797
- Public Value Student Internship, The Hodge Foundation, PI, 2024 – £2,000
- Harmonised Impact Acceleration Account, ESRC, Co-I, 2023 – £23,878
- Management KTP, UKRI, Co-I, 2023-5 – £180,299
- LTA Research Internship, Learning and Teaching Academy, Cardiff University, PI, 2023 – £2,000
- Public Value Student Internship, 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 – £5,960
Professional memberships
- Member, Academy of Marketing (2024 - present)
- Member, Academy of Marketing Science (2022 – present)
- Fellow, Advance HE (2020 – present)
- Associate Fellow, Advance HE (2017 – 2020)
Academic positions
- External Examiner, University of Glasgow (Jan 2025 – present)
- Senior Lecturer in Marketing and Strategy, Cardiff University (Aug 2023 – present)
- External Examiner, University of Liverpool (Dec 2021 – Dec 2025)
- Lecturer in Marketing and Strategy, Cardiff University (Jan 2020 – Aug 2023)
- Lecturer in Marketing, Edinburgh Napier University (Jan 2019 – Jan 2020)
- Part-time Lecturer, Aberystwyth University (Sep 2016 – Dec 2018)
Speaking engagements
- BBC Radio Cymru - Aled Hughes Programme: Brands on social media research featured in interview via colleague (2 June 2025)
- "The Power of AI for Your SME", Breakfast Briefing (February 2025)
- Guest Lecture, COIL Exchange Programme, University of Liverpool (January 2022)
- Keynote Speech – "The PhD Journey", Aberystwyth University PhD Conference (June 2021)
Committees and reviewing
- Editoral Review Board, Journal of Interactive Marketing, Psychology and Marketing, International Journal of Consumer Studies (2025/6 - present)
- Associate Editor, Journal of Strategic Marketing (2015 - present)
- Senior Personal Tutor, Cardiff University (2024 – present)
- Member, CARBS Ethics Committee member (2021-24)
- Member, AHSS Funding Panel (2022-24)
Supervisions
I welcome enquiries from prospective PhD students whose research aligns with one or more of the following areas:
- Brand-to-brand engagement – how brands interact with one another in digital environments, including collaboration, competition, social media exchanges and their impact on consumers and brand perceptions.
- The darker side of digital interactions – dysfunctional consumer behaviours in online environments, including incivility, toxicity, trolling, misinformation, disinformation, online conflict, negative electronic word-of-mouth, and their implications for organisations, consumers and digital communities.
- Content moderation and digital governance – how organisations and platforms manage harmful online content and user behaviour, including moderation strategies, community governance, transparency, and the consequences for trust, engagement and organisational outcomes.
- AI in marketing and consumer research – responsible and effective applications of AI in organisations, including AI disclosure, consumer responses to AI use, AI-assisted marketing, AI adoption, and the implications of AI for marketing research methods and research integrity.
I welcome qualitative, quantitative and mixed-methods research. My methodological expertise includes interviews, experiments, surveys, content analysis, digital trace and social media data, and emerging AI-assisted research approaches.
If you are considering applying for a PhD, please send a research proposal outlining your proposed topic, research objectives and proposed methodology.
Before getting in touch, please take a moment to read the research areas above and ensure that your proposed project aligns broadly with my supervision interests. I receive a large number of enquiries and am only able to consider proposals that broadly fit within these themes. Unfortunately, I cannot respond to enquiries on topics outside my areas of expertise (for example, management, tourism), unless there is a clear interdisciplinary connection to my research.
Current supervision
Contact Details
+44 29208 76407
Aberconway Building, Floor 1, Room B17, Colum Road, Cathays, Cardiff, CF10 3EU
Research themes
Specialisms
- Digital Marketing