Katarina Stanoevska

Prof. Dr. Katarina Stanoevska is a Senior Lecturer in Business Administration with a focus on Digital Communication at the MCM-HSG (Molde Graduate School of Business) within the University of St. Gallen. Her work bridges academic research and practical business challenges in digital transformation and sustainability communication. She holds a prominent position in the field of digital business models, social media strategy, and ethical communication practices.

Her research emphases include digital transformation of customer experiences, digital business models, and the integration of CSR with social advocacy through social media platforms. She has conducted extensive studies on Instagram-based sustainability communication, viral dialogic encounters in CSR, and the use of generative AI in communication research. Her work often employs innovative methodologies such as automated image processing and analysis of social media engagement metrics.

Stanoevska’s research demonstrates a strong focus on ethical dimensions of digital communication, including moral legitimacy through human rights discourse and the impact of visual content on consumer behavior. She has contributed to understanding platform ecosystems, mobile marketing strategies, and the role of digital nudges in consumer decision-making processes.

Her interdisciplinary approach spans business administration, information systems, and media studies. Notable areas of exploration include the use of social media curation in journalism, the bright side of escapism in digital media, and the design of personal learning environments for information literacy education.