Denitsa Dineva

Dr Denitsa Dineva is a Senior Lecturer in Marketing and Strategy at Cardiff Business School, specializing in digital marketing, consumer behavior, and brand strategy. With a PhD in Digital Marketing from Aberystwyth University, she brings both academic expertise and practical experience from commercial and non-profit sector marketing roles.

Her research focuses on the complexities of digital and social media, particularly examining uncivil consumer interactions, brand content moderation, and digital brand engagement. Denitsa employs mixed methods, social media text analysis, and experimental research to understand brand-consumer dynamics in digital spaces.

• 2025: Brand-to-brand social media engagement analysis
• 2025: Communication accommodation in brand communities
• 2025: Schadenfreude in service recovery
• 2024: Brand engagement typology
• 2023: Platform moderation strategies
• 2023: Brand advertising withdrawal cases

She has received multiple accolades including the IAA Impact Award (2025) and SIM Conference Best Paper (2024), while also securing £133,878 in research funding across projects on digital marketing and public value initiatives.

Denitsa teaches Digital Marketing modules at BSc, MSc, and executive education levels, and currently supervises PhD research related to online brand communities, social media content moderation, and consumer engagement dynamics. She serves as Senior Personal Tutor and External Examiner at multiple universities.