Inna Petrovna Piven

Master of Business, UNITEC, NZ; Te Wānanga o Aotearoa, Small Business Management;Graduate Diploma in Education, The Far Eastern State University of Humanities, Russia

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Professional Teaching Fellow

Biography

Over the course of her career, Inna has combined her academic interests with different jobs in marketing and running a business. She considers herself a marketing professional and a marketing educator, owing to a diverse background in advertising, branding, digital marketing, and education. Prior to working as a Marketing Lecturer in New Zealand, for the better part of a decade she worked on the development of private TV and Radio channels in the Russian Far East being responsible for brand development and management. Inna is a social media marketing professional certified by Hootsuite Academy, Licence 11739895. She has earned digital marketing certifications in Inbound Marketing & Marketing Software by Hubspot, a leading platform for marketing, sales, customer service, and CRM.

Since 2011, Inna has been developing and teaching a variety of marketing papers across the Institutes of Technology & Polytechnics in New Zealand including digital and social media marketing. Inna has worked as a Senior Lecturer in Business at Otago Polytechnic (Auckland Campus); as a Learning Designer and a Digital Marketing Lecturer at Unitec and New Zealand Institute of Education. She uses her degrees in education and business in combination with her professional experiences to create a learning environment for students that is grounded in real-world business contexts.

Inna’s research interests cover a range of business and educational topics related to social media. Her publications include journal articles published in Journal of Retailing and Consumer Services and book chapters in Advances in E-Business Research (AEBR) Book Series and Global Perspectives on Social Media in Teaching and Learning: Emerging Research and Opportunities by IGI Global. She has made numerous New Zealand and international conference presentations, and also served as a reviewer for marketing publications including Case Studies in Strategic Communication. Inna’s research on consumer-brand relationships on social media has been presented at the First European Conference on Social Media at the University of Brighton (UK).

Outside of teaching she is a blogger and a small business owner in which she’s in charge of everything that has to do with marketing, and she loves it.

Research | Current

  • Falasca, L.C., & Piven, I. (2020). Understanding small businesses’ social media marketing training needs in New Zealand. Paper has been accepted for presentation at the 23rd World Marketing Congress in Australia (July, 2020).

  • Zyrianova, T., & Piven, I. (2020). The impact of Instagram user-generated content on Russian millennials’ holiday decisions (research in progress)

Distinctions/Honours

Inna has received the following awards:

  • 2015 - Excellence in Research & Enterprise, Otago Polytechnic, Dunedin, New Zealand
  • 2010 - Full-time Scholarship for Master of Business (by research), Unitec, New Zealand

  • 2009 - Academic Excellence Award & Honor Roll, Unitec, New Zealand
  • 2000 - Certificate of Acknowledgment from a Governor of Khabarovsk Kri, The Russian Far East

Areas of expertise

  • Social Media and Content Marketing
  • Email Marketing
  • Consumer-brand relationships and brand values
  • Branding in digital marketing
  • Services marketing and management
  • Consumer behaviour online

Selected publications and creative works (Research Outputs)

  • Piven, I., Gandell, R., Lee, M., & Simpson, A. M. (2018). Global Perspectives on Social Media in Tertiary Learning and Teaching: Emerging Research and Opportunities Emerging Research and Opportunities. IGI Global. Pages: 160.
  • Gandell, R., & Piven, I. P. (2018). Using social media in creating and implementing educational practices. In I. Piven, R. Gandell, M. Lee, A. M. Simpson (Eds.) Global perspectives on social media in tertiary learning and teaching: Emerging research and opportunities (pp. 91-117). Hershey, PA, USA: Information Science Reference. 10.4018/978-1-5225-5826-2
    Other University of Auckland co-authors: Robyn Gandell
  • Piven, I. P. (2018). Facebook in the international classroom. In I. Piven, R. Gandell, M. Lee, A. M. Simpson (Eds.) Global perspectives on social media in tertiary learning and teaching: Emerging research and opportunities (pp. 20-50). Hershey, PA, USA: Information Science Reference. 10.4018/978-1-5225-5826-2.ch002
    URL: http://hdl.handle.net/2292/49741
  • Piven, I. P., & Breazeale, M. (2017). Desperately seeking customer engagement: The Five-Sources Model of brand value on social media. In V. Benson, R. Tuninga, G. Saridakis (Eds.) Analyzing the strategic role of social networking in firm growth and productivity (pp. 283-313). Hershey, PA, USA: IGI Global. 10.4018/978-1-5225-0559-4
  • Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualizing the brand in social media community: The five sources model. Journal of Retailing and Consumer Services, 21 (4), 468-481. 10.1016/j.jretconser.2014.03.006
  • Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualising brand consumption in a social media community. Paper presented at European Conference on Social Media (ECSM 2014), Brighton, UK. 10 July - 11 July 2014. European Conference on Social Media. Related URL.
  • Piven, I., & Davis, R. (6/6/2012). Exploring consumers’ service brand consumption in a social media community. Poster presented at Consumer-Brand Relationships (CBR 2012) Conference, Boston, Massachusetts, USA. Consumer Brand Relationships 2012. Related URL.

Contact details

Primary office location

SIR OWEN G GLENN BUILDING - Bldg 260
Level 4, Room 404
12 GRAFTON RD
AUCKLAND CENTRAL
AUCKLAND 1010
New Zealand

Social links

Web links