Reader in Digital Marketing & Analytics and Head of Marketing Group
Background
Ewelina is a Reader 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. She is particularly interested in digital technologies adoption and use, as well as insights deriving from data that is the result of these technologies use. She engages in interdisciplinary research; she draws from marketing, information systems, management science and financial economics to advance research in digital marketing. Ewelina's published work examines the impact of digital technologies on consumers and businesses in various settings (e.g. Business to Consumers (B2C), Business to Business (B2B), Higher Education, and tourism); her data-driven research provides insights into consumer online behaviour and informs business decision-making.
Ewelina regularly publishes in journals ranked as AJG grade 3, 4 and 4* and ABDC A and A*. Two of her most recently published articles appear in world leading journals (AJG 4/4*/ABDC A*), including in the elite Journal of Marketing (JM) - AJG 4*. She has served as a Guest Editor for three Special Issues with leading international journals such as Industrial Marketing Management (AJG 3/ ABDC A*). Her presented works have been well received at various national and international conferences as well as at research seminars in the UK and internationally.
Ewelina regularly engages with industry practitioners while working on her research, and this has led to academic-industry collaborative research projects funded by the DataLab, Interface, Data Driven Innovation (DDI) and ESRC among others. These projects address real problems faced by businesses, which makes her research applied and impactful.
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 has developed the Professional Certificate in Digital Marketing Fundamentals, an online course available on EdX and the Future of Marketing online programme.
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 Video
Ewelina discusses her project developing IoT technologies to manage tourist flows in rural areas, aiming to mitigate environmental damage and enhance visitor satisfaction.