Ewelina Lacka serves as Reader in Digital Marketing & Analytics and Head of Marketing Group at the University of Edinburgh Business School, where she has established herself as a prominent researcher in digital technology adoption and implementation. After completing her PhD from the University of East Anglia exploring e-commerce and online shopping, she held positions at the Universities of Strathclyde and Glasgow before joining Edinburgh. Her research spans multiple areas including digital marketing, technology adoption, social media analytics, and big data, with over 2,200 citations to her work. She has published extensively in prestigious journals, including the Journal of Marketing, and has served as a Guest Editor for leading international journals such as Industrial Marketing Management. Beyond her academic contributions, she has developed the Professional Certificate in Digital Marketing Fundamentals on EdX and regularly engages with industry practitioners in collaborative research. Her expertise encompasses e-commerce, social media, self-service technologies, virtual and augmented reality, and the Internet of Things, while maintaining a strong focus on enhancing student learning through digital technologies. As Deputy Director of Research (Impact), she continues to bridge the gap between academic research and practical applications in digital marketing.

Vrinda Narain serves as a Teaching Assistant at the University of Edinburgh Business School, where she specializes in digital marketing education. After graduating from the University of Edinburgh with a Marketing degree in 2021, she has established herself in both academic and practical digital marketing roles. Her experience includes working as a digital marketing intern with the university's online learning team and serving as a Business School student ambassador. She currently contributes to the Digital Marketing Fundamentals Professional Certificate program on edX alongside senior faculty members, helping to shape the next generation of digital marketers. Beyond academia, Narain has worked with small businesses in Scotland to enhance their digital marketing practices during the pandemic, covering both B2B and B2C marketing strategies, organizing digital marketing workshops, creating performance reports, and managing social media campaigns. Her expertise spans digital technology adoption, social media management, and performance analytics, making her a valuable bridge between academic theory and practical application in digital marketing.