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Violetta is a Lecturer in Digital Marketing in the School of Business and Law.
Violetta has spent 15 years creating successful online and offline marketing and branding strategies, campaigns and projects for organisations in the corporate and tertiary sectors. Most recently, she was a sessional academic with the University of Western Australia. She has taught Undergraduate, Postgraduate and MBA units, as Lecturer and Tutor.
Violetta's research interests align with her corporate marketing experience. 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 18-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 work has recently been published in the Journal of Marketing Theory and Practice.
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