Ewelina Lacka

Lecturer B

Personal Statement

I joined the Marketing Department in August 2014 as a Lecturer in Marketing. Prior to joining Strathclyde University, I was a Lecturer in Digital Marketing at the University of the West of Scotland and Associate Tutor at Norwich Business School, University of East Anglia.


I am a member of Academy of Marketing and British Academy of Management. I am a Committee Member of e-Business and e-Government Special Interest Group, British Academy of Management. I act as an Editorial and Social Media Assistant for Industrial Management & Data Systems journal. Since 2016, I am a Fellow of the Higher Education Academy. 

Research Interests

My core research interests provide socially and economically vital insights into major streams of marketing research: digital marketing, in particular consumers attitudes towards e-commerce, social media and the use of big data in new product development and branding strategies as well as consumer culture theories, in particular the process of acculturation.


I published in journals such as Industrial Marketing Management, Production and Operations Management and International Journal of Production Research. I am the Editor of a book published by Springer in 2014; ‘E-commerce platform acceptance; suppliers, retailers and consumers’. My presented works have been well received at various national and international conferences including British Academy of Management conference and Academy of Management conference. I was awarded the Outstanding Paper Award at 12th International Conference on Business Innovation and Technology Management (2013). I also received the Best Paper in Track Award at 2014 Academy of Marketing conference.

Teaching Interests

I have gained significant teaching experience over the last few years. The breadth of my teaching experience spans different contexts such as big lectures with several hundred students, seminar sessions and small group. There is also a wide breadth to the courses I have taught on. Currently, I am coordinating Consumer Management 2- Consumer-led E-marketing course at postgraduate level. In 2015 and 2017, I have received Strathclyde Teaching Excellence Award nomination in the 'Most Supportive' category. 

Expertise & Capabilities

- digital marketing

- e-commerce and e-business

- social media

- self-service technologies (SSTs) 

- virtual reality (VR) and augmented reality (AR)

- Internet of things (IoT)  

- acceptance of digital technologies

- consumer behaviour in computer mediated environments

  1. The role of social media data in operations and production management

    Research output: Contribution to journalArticle

  2. Balancing service productivity by the means of digital technologies

    Research output: Contribution to conferencePaper

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  1. AMS World Marketing Congress

    Activity: Participating in or organising an eventOrganiser of major conference

  2. European Marketing Academy Conference 2018

    Activity: Participating in or organising an eventOrganiser of major conference

  3. 15th IFIP Conference on e-Business, e-Services and e-Society

    Activity: Participating in or organising an eventTo be assigned

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Ewelina Lacka

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