Elena is a digital marketing researcher and educator with interests in digital consumer behaviour and digital research methods. Her current doctoral research is focused on the issues of consumer engagement in social media networks and uses pictorial stimuli to investigate exchange mechanisms of engagement with digital content.
Before moving into academia, Elena worked as a marketing professional and consultant in hospitality and higher education in Dubai. She has also taught marketing and business management courses at undergraduate and postgraduate levels in the UK and UAE.
Driven by the interest in experimental research methods, she has conducted an online experimental study of consumer social media content preferences, and a research project on integrated communications in hotels (funded by Erasmus Mundus, and hosted by the University of Trento in Italy).