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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 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.

Awards and recognition

  • 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.

Research areas and interests

  • Online Brand Advocacy (OBA)
  • Digital marketing
  • Online communities
  • Social media marketing
  • Online marketing strategy
  • Digital analytics
  • Big data


  • 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., 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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