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Denitsa Dineva   BSc, MSc, PhD, FHEA

Dr Denitsa Dineva



Senior Lecturer in Marketing and Strategy

Cardiff Business School

+44 29208 76407
Aberconway Building, Room B17, Colum Road, Cathays, Cardiff, CF10 3EU
Available for postgraduate supervision


Denitsa Dineva is a Senior Lecturer (Associate Professor) in Marketing and Strategy at Cardiff Business School. 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. 









Book sections




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


Denitsa is currently on leave until July 2024.

In the past, Denitsa has been the module leader for the following modules:

Other teaching commitments:



  • 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

  • 'Most Uplifting Staff Member' nomination, Enriching Student Life Awards, 2023
  • 'Most downloaded paper in 2022' in Psychology & Marketing, 2022
  • 3 Minute Thesis First Prize, Aberystwyth University, 2018
  • Best paper in track award, Academy of Marketing Conference, Newcastle, 2016

Internal & External funding

  • Harmonised Impact Acceleration Account, ESRC, Co-I, 2023, £23,878
  • LTA Research Internship, Cardiff University, PI 2023; £2,000
  • Management KTP, UKRI, Co-I, 2022: £180,299
  • Public Value Programme Student Internship, PI, 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: £5,959.67

Professional memberships

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

Academic positions

  • August 2023 - present: Senior Lecturer in Marketing and Strategy, Cardiff University 
  • December 2021 - present: External Examiner, University of Liverpool
  • January 2020 - August 2023: Lecturer in Marketing and Strategy, Cardiff University
  • January 2019 - January 2020: Lecturer in Marketing, Edinburgh Napier University
  • September 2016 - December 2018: Part-time Lecturer, Aberystwyth University

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.


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.