Ewelina Lacka Headshot

Lecturer in Digital Marketing & Analytics


Ewelina is a Lecturer in Digital Marketing & Analytics. Prior to joining the University of Edinburgh, she was a Lecturer in Marketing at the University of Glasgow and Strathclyde University.

Ewelina’s research provides insights into major research streams in digital marketing research. Drawing from consumer behaviour theories, and engaging in cross-disciplinary research, she explores the application and use of digital technologies (e.g. e-commerce, social media, AR/VR and IoT) by consumers and firms. Ewelina is currently involved in a number of research projects concerning the application of digital tools in education and tourism contexts.

Her research has been published in top-tier journals including Production and Operations Management, International Journal of Production Research, Industrial Marketing Management, Information & Management, European Journal of Marketing. Ewelina is the Editor of a book published by Springer; ‘E-commerce platform acceptance; suppliers, retailers and consumers’. She served as a Guest Editor of three Special Issues with leading international journals, including Industrial Marketing Management. Her presented works have been well received at various national and international conferences.

Ewelina is actively engaging with industry. She hosts the e-commerce club run by the Institute of E-Commerce and sits on the Edinburgh Tourism Action Group’s Tourism Recovery Committee. Working with industry partners, she secured research funding from a range of sources including Interface, Data-Driven Innovation, DataLab and Skills Development Scotland.

Over the past few years, Ewelina has gained significant teaching experience and effectively implemented and managed a range of digital technologies to enhance students’ learning experience. She leads the development of Professional Certificate in Digital Marketing Strategy, an online course, at the University of Edinburgh.

Research Taxonomy

Research Interests

  • digital marketing
  • e-commerce and e-business
  • social media
  • self-service technologies (SSTs) 
  • virtual reality (VR) and augmented reality (AR)
  • Internet of things (IoT) 
  • acceptance of digital technologies
  • consumer behaviour in computer mediated environments

Research Area