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Dr Ewelina Lacka



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. 


Has expertise in:

    - 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

Prizes and awards

Strathclyde Teaching Excellence Award Nominee
Strathclyde Publication Prize
Fellow of the Higher Education Academy
Strathclyde Teaching Excellence Award Nominee
Best Paper in Track Award
Outstanding Paper Award

more prizes and awards


An ANN-based approach of interpreting user-generated comments from social media
Wong T. C., Chan Hing Kai, Lacka Ewelina
Applied Soft Computing Vol 52, pp. 1169-1180, (2017)
The role of social media data in operations and production management
Chan Hing Kai, Lacka Ewelina, Yee Rachel W.Y., Lim Ming K.
International Journal of Production Research Vol 55, pp. 5027-5036, (2017)
Balancing service productivity by the means of digital technologies
Lacka Ewelina, Wong T. C., He Hongwei
23rd EurOMA, pp. 1-10, (2016)
Swift guanxi data analysis and its application to e-commerce retail strategies improvement
Lacka Ewelina
Supply Chain Management in the Big Data EraSupply Chain Management in the Big Data Era, (2016)
Usability perspective on social media sites' adoption in the B2B context
Lacka Ewelina, Chong Alain
Industrial Marketing Management Vol 54, pp. 80–91, (2016)
A mixed-method approach to extracting the value of social media data
Chan Hing Kai, Wang Xiaojun, Lacka Ewelina, Zhang Min
Production and Operations Management Vol 25, pp. 568-583, (2016)

more publications


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. 

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.

Professional activities

AMS World Marketing Congress
Member of programme committee
European Marketing Academy Conference 2018
Member of programme committee
15th IFIP Conference on e-Business, e-Services and e-Society
Member of programme committee
British Academy of Management Special Interest Group Workshop
British Academy of Management Conference - BAM2015
Member of programme committee
British Academy of Management’s E-business and E-government Special Interest Group Doctoral Workshop

more professional activities