Ewelina Lacka Headshot

Lecturer in Digital Marketing & Analytics


Ewelina joined the University of Edinburgh Business School in 2018 as 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 is a member of the European Marketing Academy and Academy of Marketing. Since 2016, Ewelina has been a Fellow of the Higher Education Academy.

Ewelina’s research provides insights into major research streams in digital marketing research, in particular the adoption and use of e-commerce, social media and augmented reality. She also investigates issues related to the use of user-generated content in new product development and business strategy formation. She has published in journals including Industrial Marketing Management, Information & Management, Production and Operations Management and International Journal of Production Research. Ewelina is the Editor of a book published by Springer; ‘E-commerce platform acceptance; suppliers, retailers and consumers’, which is in the top 50% most downloaded eBooks in e-commerce and e-business sector (2018). She is a Guest Editor of two Special Issues with Industrial Marketing Management and Transportation Research Part E. Her presented works have been well received at various national and international conferences. Ewelina was awarded the Outstanding Paper Award at 12th International Conference on Business Innovation and Technology Management (2013). She also received the Best Paper in Track Award at 2014 Academy of Marketing conference.

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. Her teaching has been recognised through nominations to the Annual Teaching Awards. Furthermore, her efforts to develop digitally skilled graduates have gained some publicity in outlets such as Scottish Business News Network.

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

Publication Type Actions