معرفی
Andreea Oniga is an Assistant Professor in Digital Marketing at Edinburgh Business School, Heriot-Watt University, UK, a position she has held since January 2024. She is affiliated with the School of Social Sciences and actively contributes to teaching, research, and academic leadership. She currently serves as Programme Director for the MSc Digital Marketing and MSc Digital Marketing with Advanced Practice programs.
Her educational background includes a PhD and an MLitt in Marketing from the University of St Andrews. She is a Fellow of the Higher Education Academy and holds a PGCert in Higher Education Teaching, underscoring her commitment to academic excellence.
Her research centers on digital marketing, digital consumer behaviour, social media message strategies, online communities, and sustainable behaviour. She explores how digital platforms influence consumer decisions and how marketing can promote environmentally responsible actions. Her work bridges academic theory and industry practice, particularly in digital strategy and customer experience.
The recent publications reflect a strong focus on digital research infrastructure, crowdfunding for social sciences, sustainable consumption, and marketing communications. Her work spans interdisciplinary themes including behavioral science, education, and digital innovation, often employing qualitative and user-centered research methods.
Her scientific recognition includes:
- Fellow of the Higher Education Academy
She has supervised academic projects and received funding through a Knowledge Transfer Partnership (KTP), demonstrating strong industry collaboration. She is currently accepting PhD students and continues to lead impactful research aligned with UN Sustainable Development Goals. Her teaching includes digital marketing, analytics, and customer experience courses.
She is actively involved in research networks and has contributed to initiatives such as the TRIPLE project, focusing on open science and researcher needs across Europe.
