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Violetta is a Lecturer in Digital Marketing in the School of Business and Law.
Violetta is a Lecturer and Researcher in Digital Marketing at Edith Cowan University and has obtained her PhD in Marketing from The University of Western Australia. She has spent 15 years creating successful online and offline marketing and branding strategies, campaigns and projects for organisations in the corporate and tertiary sectors.
Violetta’s research interests align with her corporate experience and include online brand advocacy, online communities, digital marketing strategy and consumer behaviour. She has published, presented and consulted on these topics. Her current research project explores the way in which consumers advocate for brands online, why they do so and what pro-brand consequences this may lead to. Through a series of online (big data) qualitative and quantitative studies, Violetta's research investigated, defined and conceptualised a new construct: Online Brand Advocacy (OBA). A parsimonious 16-item OBA scale was also developed. Her recent work has launched a new area for academic inquiry and has introduced important implications for companies managing their brands online. Her OBA scale has recently been published in the Journal of Product and Brand Management.
Violetta maintains strong industry engagement and is a Fellow and Certified Practicing Marketer with the Australian Marketing Institute (AMI), as well as, member of the Australian Market & Social Research Society (AMSRS) and Social Media Marketing Institute (SMMI). She has taught Undergraduate, Postgraduate and MBA units, as Lecturer and Tutor.
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