Dr Natalya Saldanha is Lecturer, Marketing at Victoria University's Business School.

She has a PhD in Marketing and her research interest lies in:

  • social media influencers
  • cancel culture
  • brand management
  • celebrity endorsements.

Natalya has worked in media and advertising for nine years, of which five and a half years have been in global Media Companies such as Viacom (Vh1) and Disney. She has also worked for three years with one of the world’s best advertising agencies, Mullen Lowe Group. Natalya has an MBA from the UK and a post-graduate certificate in media and advertising.

Areas of expertise

  • Social media influencers
  • Cancel culture
  • Celebrity endorsements
  • Consumer psychology
  • Branding

Contact details

(03) 9919 1935

Teaching responsibilities

Teaching and coordination

Natalya coordinates the following units at Victoria University:


Refereed journal articles

  • Saldanha, N., Mulye, R. and Japutra, A. (2023), "How do consumers interact with social media influencers in extraordinary times?", Journal of Research in Interactive Marketing.
  • Saldanha, N., Mulye, R., & Rahman, K. (2022). Cancel culture and the consumer: A strategic marketing perspective. Journal of strategic marketing, 1-16.
  • Saldanha, N., Mulye, R., & Rahman, K. (2020). A strategic view of celebrity endorsements through the attachment lens. Journal of Strategic Marketing, 28(5), 434-454.
  • Saldanha, N., Mulye, R., & Rahman, K. (2018). Who is the attached endorser? an examination of the attachment-endorsement spectrum. Journal of Retailing and Consumer Services, 43, 242-250.

Conference presentations

  • Fitzgerald, S., Laud, G., Reid, M., Chung, E., Farrell, L., Kachersky, L., ... & Saldanha, N. (2017). Service system elements, value co-creation and well-being.
  • Fitzgerald, S., Kachersky, L., Saldanha, N., Chung, E., Farrell, L., Laud, G., ... & Robinson, L. (2016). The Dark Side of Connected Health Technology: How Connectivity Creates Exercise Addiction Among Conscientious Users. ACR North American Advances.
  • Saldanha, N., Mulye, R., (2016). Role of attachment in product endorsement: A conceptualisation” (MARCON 2016) Conference Proceedings, December, Kolkata, India.

Industry experience

Over nine and a half years of experience as Brand and Marketing Manager in Media Companies like Viacom, Disney and Advertising Agencies such as Mullen Lowe and Creativeland Asia.

  • Creative Operations Director at CreativeLand Asia (2014 -February 2015)
  • Marketing Manager at Vh1 (Viacom) (2011 - 2014)
  • Assistant, Marketing Manager at Disney (2008 –2011)
  • Brand Services (Account) Manager at Mullen Lowe (2005 – 2007)

Appearances in the media