Denitsa Dineva is an Assistant Professor in Marketing based at Cardiff Business School, Cardiff University since 2020. Denitsa has a degree in Business and Management, a specialist MSc degree in Marketing and a PhD in Business and Management (Digital Marketing). Denitsa is also a Fellow of Advance HE. Prior to her career in academia, Denitsa worked as a Consumer Finance Advisor at Lloyds Banking Group and has held various Marketing roles in both for-profit and non-profit organisations.

Denitsa is particularly interested in researching the dark side of digital marketing including dysfunctional user behaviours such as conflicts and trolling, social media content moderation and conflict management. Denitsa's work has been published in inter-disciplinary outlets including marketing, information technology, social psychology and hospitality. Denitsa acts as an ad hoc reviewer for a number of internationally recognised journals. At present, Denitsa sits on the grant review panel for the College of Arts, Humanities and Social Sciences and is a member of Cardiff Business School's Ethics Committee.

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