Liuba Turchyn
Assistant Professor / Academic Staff Member, Department of Marketing, Trade and Services
Faculty of Economics, University of West Bohemia in Pilsen. Czech Republic
Email: turchyn@fek.zcu.cz
Webpage:https://fek.zcu.cz/osobni.php?IDWorker=443
https://www.researchgate.net/profile/Liuba-Turchyn
Host Scholar: Dr. Nai-Hwa Lien /Associate Professor
Hosting Department/Institution: Department of Business Administration, College of Management, National Taiwan University
Biography:
Dr. Liuba Turchyn is an Assistant Professor at the Department of Marketing, Trade and Services, Faculty of Economics, University of West Bohemia in Pilsen, Czech Republic. She holds a Doctor of Economic Sciences degree and has long-term experience in higher education, marketing research, international academic cooperation, and applied business consulting. Her research focuses on digital marketing, social media marketing, customer engagement, AI-supported marketing, consumer behaviour, e-commerce, service marketing, innovation marketing, SME marketing strategies, and marketing activities under unstable or turbulent market conditions. She is the author and co-author of more than 80 scientific publications, including journal articles, monographs, book chapters, and conference papers. Her current academic work at the University of West Bohemia includes teaching, research, supervision of student theses, and participation in international research and educational cooperation.
Lecture [1]:
Date ＆ Time: 15 October 2026, 12:30 p.m. – 2:00 p.m.
Venue: Jhong Guang Hall, 2nd floor of Building 1, College of Management, National Taiwan University
Title: Artificial Intelligence in Marketing Research and Customer Engagement: Evidence from Czech Social Media Studies and Opportunities for Czech–Taiwan Collaboration
Abstract:
This academic lecture introduces the University of West Bohemia in Pilsen and its Faculty of Economics, with a focus on the Faculty’s departments, research orientation, and activities in international cooperation. The introductory part also highlights the Faculty’s internationalisation strategy, including student and staff mobility, international partnerships, and possible opportunities for future cooperation with Taiwanese universities.
The main part of the lecture focuses on customer engagement in digital marketing and social media communication. It presents findings from two Czech social media studies. The first study examines customer engagement in Facebook brand communities in the automotive sector, while the second study analyses the communication strategies of selected Czech farms on Facebook and Instagram.
The lecture explains how user engagement on social media can be analysed through content analysis, engagement metrics, Uses and Gratifications Theory, and correspondence analysis. Special attention is paid to the relationship between posting activity, content format, user-perceived content value, and the level of user interaction.
Artificial intelligence is presented as a supportive methodological tool, not as a replacement for academic interpretation. The lecture briefly reflects on how AI-supported approaches may assist researchers in selected stages of marketing research, such as data organisation, support for content coding, pattern identification, and preparation of research outputs. At the same time, it emphasises the importance of transparent methodology, theoretical grounding, and expert human judgement.
The final part of the lecture outlines possible opportunities for future Czech–Taiwan academic cooperation.
Lecture [2]:
Date ＆ Time: 21 October 2026, 9:30 a.m. – 12:00 p.m.
Venue: Room 402, Building 1, College of Management, National Taiwan University
Title: Digital Marketing and Customer Engagement in the AI Era: Lessons from Czech SMEs and Brand Communities
Abstract:
This lecture focuses on digital marketing, customer engagement, and the changing role of artificial intelligence in contemporary marketing practice and research. It is intended for students and a broader academic audience interested in how companies use digital channels to communicate with customers, build brand communities, and evaluate user interactions on social media.
The lecture combines theoretical explanation with practical examples from Czech social media studies. Special attention is paid to the practical interpretation of engagement metrics, content formats, user-perceived content value, and communication strategies. The lecture explains why posting frequency alone is not sufficient for successful digital marketing and why content quality, relevance, storytelling, visual formats, and community-building activities are important for customer engagement.
Artificial intelligence is presented in a balanced and practical way as a supportive tool for digital marketing. The lecture discusses how AI-supported tools can assist with idea generation, content planning, data organisation, preliminary content coding, pattern identification, and the preparation of research outputs. At the same time, it emphasises the importance of human creativity, critical thinking, ethical awareness, transparent methodology, and expert judgement.
The lecture also includes practical examples and simple prompts showing how students can responsibly use AI when analysing social media content, preparing marketing ideas, or developing research-based recommendations. The aim of the lecture is to connect academic knowledge with practical digital marketing skills and to encourage critical thinking about customer engagement in the era of artificial intelligence.