Dr Nadina Luca
Lecturer in Marketing



I joined the York Management School as a Lecturer in Marketing in October 2015.

I hold a PhD in Business and Management awarded by the Nottingham University Business School and an MSc in Public Communication from University of Lugano, Switzerland. My core expertise is in social marketing and I have a long-standing interest in approaches that facilitate well-being and social change. I am particularly interested in multi-level social marketing and ecological models of social change. I am also a specialist on the topic of smokefree programmes.

I am a Fellow of the UK Higher Education Academy (HEA), on the Board of the European Social Marketing Association (ESMA) and a member of the International Social Marketing Association (iSMA).



My research is interdisciplinary, drawing upon social marketing, sociology and service scholarship. I am particularly interested in health behaviour change, with a focus on community health, well-being and sustainability and I specialise in participatory action research methods. I collaborate with community groups and organisations, charities, local Public Health authorities and NHS services on community health, smoking prevention, food and well-being programmes. I welcome collaborations and supervision of PhD research projects related to any of the topics below.

Research interests

  • Social marketing, health behaviour change and health inequality.
  • Community health and well-being
  • Value creation, actor engagement, ecological models of change and service eco-
  • systems
  • Transformative consumer and service research
  • Food insecurity, well-being and vulnerable consumers
  • Sustainability, ethics, the influences of marketing on societal welfare and the
  • implications for public policy
  • Action research, critical participatory methods.


Selected publications

  • Gallen, A., McColl-Kennedy, J., Barakshina, T., Figuerido, B., Go Jefferies, Gollnhoffer, J., Hibbert, S., Luca, N.R., Roy, S., Spanjol, J. & Winklhofer, H. (2018) Transforming community well-being through patients’ lived experiences, Journal of Business Research (e-pub ahead print).
  • Luca, N.R., Hibbert, S. & McDonald, R. (2016) Midstream value creation in social marketing, Journal of Marketing Management, Vol. 32 No. 11-12, pp. 1145-1173.
  • Luca, N.R., Hibbert, S. & McDonald, R. (2016) Towards a service-dominant approach to social marketing, Marketing Theory, Vol. 16 No. 2, pp. 194-218.
  • Luca, N. R & Suggs, L.S. (2013) Theory and model use in social marketing health interventions, Journal of Health Communication: International Perspectives, Vol. 18 No. 1, pp. 20-40.
  • Luca, N. R. & Suggs, L.S. (2010) Strategies for the social marketing mix: A systematic review, Social Marketing Quarterly, Vol. 16, No. 4, pp. 122-149.
  • Luca, N.R. (2015) Community food initiatives: tackling surplus and food insecurity, a review undertaken for Building Enterprise, a University and community partnership project, University of Nottingham.


  • Luca, N. R. (2018) From hunger to well-being: Exploring the role of community- based food projects, at ISA XIX World Sociology Congress, 15-21 July, Toronto, Canada.
  • Luca, N. R. (2018) Understanding behaviour change in context. The role of sociology in social marketing health programmes, at ISA XIX World Sociology Congress, 15-21 July, Toronto, Canada.
  • Luca, N.R., Doherty, B., Hibbert, S., McDonald, R. & Smith, M. (2018) From health to well-being: exploring the role of community-based food projects using surplus foods, at Pat Murphy International Symposium on Marketing Ethics and Corporate Social Responsibility, 22-24 April, Nottingham Trent University, Nottingham, UK.
  • Luca, N.R. (2017) Motivation of engagement in co-created social marketing programmes, invited speaker at the UK Social Marketing Conference, 14 September, Queen Mary University, London, UK.
  • Luca, N. R. (2017) Transforming the Patient Experience at the Transformative Consumer Research Conference, 18-20 June, Cornell University, US.
  • Luca, N. R. (2017) Co-creation in a social marking programme. A service systems perspective, the World Social Marketing Conference, 15-17 May, Washington, US.
  • Luca, N. R., Hibbert, S. and McDonald, R. (2016) Exploring value creation in midstream social marketing. A smokefree case, 3rd European Social Marketing Conference, 22-23 September, Espoo, Finland.
  • Luca, N.R. (2016) Unpacking co-creation in a smokefree programme. A service perspective, AMA Marketing and Public Policy Conference, 23-25 June, San Luis Obispo, US.
  • Luca, N. R. (2015) Midstream social marketing. A service perspective on co- creation in health programmes, Centre for Health, Innovation and Leadership and Learning (CHILL) Annual Symposium, 19th October, Nottingham University Business School, Nottingham, UK.
  • Luca, N.R., Hibbert, S. & McDonald R. (2014) A collaborative approach to value creation in social marketing, 2 nd European Social Marketing Conference, 25-26 September, Rotterdam, Netherlands.
  • Luca, N.R., Hibbert, S. & McDonald R. (2014) From information to interaction. A collaborative approach to health improvement programmes, ISA XVIII World Sociology Congress, 13-19 July, Yokohama, Japan.
  • Luca, N.R., Hibbert, S. & McDonald R. (2014) Applying SDL to social change, AMA Marketing and Public Policy Conference, 5-7 June, Boston, US.
  • Luca, N.R., Hibbert, S. & McDonald R. (2013) Towards a co-creation perspective in social marketing, World Social Marketing Conference, 21-23 April, Toronto, Canada.
  • Luca, N.R. (2012) Examining engagement in social marketing, UK Social Marketing Conference, 14 November 2012, London, UK.
  • Luca, N.R. & Suggs, L.S. (2012) Theory and model use in social marketing health interventions, European Social Marketing Conference, 27-28 November, Lisbon, Portugal.
  • Luca, N.R. & Suggs, L.S. (2010) Strategies for developing the social marketing mix, The 20 th IUHPE World Conference on Health Promotion, 11-15 July, Geneva, Switzerland.



My teaching is underpinned by the belief that there is significant value in achieving a complementary relationship between research and teaching, in particular in integrating new updated knowledge to make modules and programmes more relevant and supporting skills such as critical thinking, reflection, inquiry and problem solving. My teaching is well aligned with my research expertise and interests.

Module leader for Ethical Marketing (MAN00020I) on the BSc in Marketing


Module leader for Ethical Marketing and Sustainability (MAN00067M) on the MSc Global Marketing.

Nadina Luca

The York Management School
University of York
Freboys Lane
York YO10 5GD

Tel: +44 (0) 1904 325840
Email: nadina.luca@york.ac.uk
Room: LMB/240

Subject Group

People, Operations and Marketing