Dr Violetta Wilk
Dr Violetta Wilk is a Senior Lecturer in Digital Marketing in the School of Business and Law.
Dr Violetta Wilk has over 25 years of industry and academic experience in marketing and branding. Violetta has spent over 15 years in corporate roles creating successful online and offline marketing and branding strategies, campaigns and projects for organisations in the corporate and tertiary sectors, including Curtin University, The University of Western Australia, Property Council of Australia, to name a few.
Violetta’s research expertise includes online brand advocacy, online communities, big data analytics, data visualisation, user-generated content (UGC), interactive internet-based consumer behaviour, and the persuasive contextual attributes of online communication. 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) which led to the development of a parsimonious 16-item OBA scale which has been published in the Journal of Product and Brand Management.
Her recent work has launched a new area for academic inquiry and has introduced important implications for the management of brands online. Violetta is one of only a handful of academics worldwide to be granted the title of Accredited Leximancer Trainer. She specialises in data visualisation of large qualitative datasets using Leximancer. Violetta has used Leximancer in over 20 research studies and has presented about the use of Leximancer to audiences in the US, Spain, Romania, Malaysia and Australia. Violetta maintains strong industry engagement and is a Fellow, Mentor and Certified Practicing Marketer with the Australian Marketing Institute (AMI) and has recently been appointed to the AMI Western Australian Committee. She has been a Unit Coordinator and Lecturer of Undergraduate, Postgraduate and MBA units. Her industry partners and collaborators include: St John WA, Telethon7, Foodbank WA, West Coast Eagles, Quest, Swan Valley Winemakers Association and City of Joondalup.
Violetta is an Executive Education Course Developer and Facilitator. She has written the curricula for and teaches the following short courses attended by industry representatives in Australia and overseas: Digital Marketing Tactics, Digital Marketing Fundamentals, Digital Marketing Strategy, LinkedIn for Executives, Social Media for Executives, and Social Media Strategy for Communicators.
Violetta has developed and facilitated over 50 Executive Education workshops and presentations for industry and academic audiences on the topics of personal branding, social media and digital marketing. She has presented to the Australian Marketing Institute’s national members, Small Business Development Corporation Western Australian members, Edith Cowan University’s academic staff, and recently, to the executive members of the ANZCHAM Philippines.
Theme Two: Society and Culture; Online Brand Advocacy (OBA), Digital marketing, Online communities, Social media marketing, Online marketing strategy, Digital analytics, Big data
Theme Four: Securing Digital Futures, Data Analytics, Big Data, Data Visualisation, Digital Marketing
2025 – European Union Erasmus+ International Teaching Staff Mobility Scholarships x 3, and European Union Erasmus+ Student Mobility Scholarships x 2
2024 - ECU Vice-Chancellor’s Staff Excellence Award for Inspirational Individual
2024 - DigiEduHack Marketing Mavericks Simbound 2024 Global Hackaton – ECU Student Team represented Australia and achieved First Place.
2023 – Recognised as one of the Most Influential Women in Academia in the International Women's Day Campaign by Raffles Kuala Lumpur Business School.
2021 - ECU Vice Chancellor’s Staff Excellence Award: Citations for Outstanding Contributions to Student Learning
2020 - Highly Commended Paper Emerald Publishing Literati Award for "Tackling social media data analysis: Comparing and contrasting QSR NVivo and Leximancer" in the Qualitative Market Research: An International Journal.
2019 - Industry Engagement Award, ECU School of Business and Law
2019 - Award for Best Newcomer by an ECU researcher in The Conversation for the article “How a humble Perth boathouse became Australia’s most unlikely tourist attraction”, The Conversation and ECU.
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.
