Agata Krowinska

Dr. Agata Krowinska serves as a Lecturer in the Business School at Edinburgh Napier University, specializing in digital marketing and consumer behavior research. Her work addresses critical challenges in social media engagement and brand-consumer interactions within evolving digital landscapes.

She holds a PhD from Edinburgh Napier University awarded in 2017 for groundbreaking research on Facebook engagement behaviors among digital natives. Her doctoral work pioneered three analytical frameworks examining positive and negative brand-related engagement drivers.

Dr. Krowinska's research spans virtual influencer marketing, AI-driven content strategies, and consumer engagement dynamics. She investigates how digital entities construct identity and meaning while analyzing emerging trends like the Metaverse through mixed-method approaches that bridge theoretical rigor with practical marketing applications.

Her publication trajectory reveals intensifying focus on artificial intelligence integration and immersive virtual environments in marketing. Recent work demonstrates how brands must adapt engagement strategies for synthetic influencers and algorithmically generated content in rapidly evolving digital ecosystems.

Key recognitions include:

• Research Excellence Award at Edinburgh Napier University Business Research Conference
• Fellowship of the Higher Education Academy

Dr. Krowinska actively mentors doctoral researchers including Jasmiina Milne's investigation of cosmetic surgery decisions via social media. Funded by Edinburgh Napier University, her ongoing research explores next-generation consumer-brand interactions in virtual spaces while developing pedagogical approaches for digital marketing education.