Dr. Magda Marchowska-Raza’s research focuses on the interplay between digital consumer behaviour, brand engagement, and online communities. Her work explores how social media brand communities (SMBCs) facilitate meaningful interactions between consumers and brands, fostering value creation and ethical marketing practices. She also examines the evolving dynamics of digital platforms, including fan engagement, privacy perceptions, and innovative research methodologies.

Dr. Marchowska-Raza’s research interests include:

• Understanding consumer engagement and value co-creation within social media brand communities.
• Investigating how brands and consumers derive and sustain value from digital platforms, particularly in conscientious and community-focused contexts.
• Exploring fan engagement and interaction within online streaming platforms and gaming communities.
• Examining consumer perceptions of privacy and ethical considerations in the digital marketing space.
• Advancing qualitative methodologies like netnography to deepen insights into digital consumer behaviour.

• Her research combines rigorous theoretical analysis with real-world applications, contributing to a deeper understanding of how digital platforms shape consumer and brand relationships.

Dr. Marchowska-Raza’s research has been published in leading academic journals, including the Journal of Product & Brand Management. She has presented her work at internationally renowned conferences such as the Academy of Marketing Science World Marketing Congress.

Beyond academia, she served as a keynote speaker at the pro-manchester Creative Conference, sharing insights on the intersection of branding, audience engagement, and creative marketing. Dr. Marchowska-Raza also contributes as a judge for the UK Paid Media and Global Content Awards, recognising excellence in digital marketing. Her work bridges academic insights with actionable strategies, empowering businesses and students to succeed in the rapidly evolving marketing landscape.

Magda Marchowska-Raza, PhD

Assistant Professor Of Practice | Marketing and Management
Richard H. Barry Hall, 326
 (701) 231-5586 
Magdalena.Marchowska@ndsu.edu

DEGREES

• Ph.D. in Marketing, Manchester Metropolitan University, UK
• M.A. in Marketing and Social Communication, WSB University in Gdańsk, Poland
• B.A. in Marketing and Advertising, Vistula University, Poland