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Ewelina Lacka is a Reader in Digital Marketing & Analytics at the University of Edinburgh Business School. Her research focuses on digital marketing, examining the adoption and use of digital technologies and the insights derived from data. She engages in interdisciplinary research, incorporating fields like marketing, information systems, management science, and financial economics to advance studies in digital marketing. Ewelina's published work investigates the impact of digital technologies on consumer and business behaviors across various settings, including Business-to-Consumer (B2C), Business-to-Business (B2B), and higher education. Her work appears in prestigious journals and she has served as a Guest Editor for special issues in leading international journals. With significant experience in teaching, Ewelina has developed courses such as the Professional Certificate in Digital Marketing Fundamentals available through EdX. She regularly collaborates with industry practitioners and leads academic-industry collaborative research projects to address real-world challenges.
University of Edinburgh Business School • Edinburgh, Scotland
Reader in Digital Marketing & Analytics focusing on digital marketing research and teaching.
University of Glasgow • Glasgow, Scotland
Lecturer in Marketing with a focus on digital marketing.
University of Strathclyde • Glasgow, Scotland
Lecturer in Marketing with a focus on digital marketing.
Department of Marketing