Inna 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

Profile Image
Professional Teaching Fellow


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)

Teaching | Current

Business and Enterprise 1

Digital Marketing


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)

As of 29 October 2020 there will be no automatic updating of 'selected publications and creative works' from Research Outputs. Please continue to keep your Research Outputs profile up to date.
  • 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
  • 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

Office hours

Friday, 2:30pm - 3:30pm

Primary office location

Level 4, Room 404
New Zealand

Social links

Web links