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Dr Violetta Wilk


Contact Information Telephone: +61 8 6304 2663, Email:, Campus: Joondalup, Room: JO2231
Staff Member Details
Telephone: +61 8 6304 2663
Campus: Joondalup  
Room: JO2231  


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.

Theme two: Society and Culture; Online Brand Advocacy (OBA), Digital marketing, Online communities, Social media marketing, Online marketing strategy, Digital analytics, Big data

  • 2019 - Industry Engagement Award, ECU School of Business and Law
  • 2019 - Award for Best Newcomer by an ECU researcher in The Conversation for the article “How a humble Perth boathouse became Australia’s most unlikely tourist attraction”, The Conversation and ECU.
  • 2016 - Winner of the Best Research Paper Award, ANZMAC Mid-Year Doctoral Colloquium, Curtin University.
  • 2016 - Member of the Winning Team for the Best Re-Positioning Campaign for Freedom Foods, ANZMAC Mid-Year Doctoral Colloquium, Curtin University.


  • Doctor of Philosophy, The University of Western Australia, 2018.
  • Bachelor of Commerce with First Class Honours, The University of Western Australia, 2002.


Recent Research Grants

  • Exploring the Swan Valley Wine Region’s Destination Brand Identity: A Multi-Methods Approach involving local, interstate and international visitor analysis.,  Edith Cowan University,  ECU Industry Engagement Grant,  2019 - 2020,  $46,469.

Recent Publications (within the last five years)

Journal Articles

  • Wilk, V., Soutar, G., Harrigan, P., (2019), Tackling Social Media Data Analysis: Comparing and contrasting QSR NVivo and Leximancer. Qualitative Market Research: an international journal, 22(2), 94-113, DOI: 10.1108/QMR-01-2017-0021.
  • Wilk, V., Soutar, G., Harrigan, P., (2019), Online brand advocacy (OBA): The development of a multiple item scale. Journal of Product and Brand Management, 29(4), 415-429, DOI:
  • Wilk, V., Harrigan, P., Soutar, G., (2018), Navigating Online Brand Advocacy (OBA): An Exploratory Analysis. Journal of Marketing Theory and Practice, 26(1-2), 99-116, DOI: 10.1080/10696679.2017.1389246.
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