Dr. Lovia began her career as an academic lecturer at the University of Ghana Business School (UGBS). She was appointed as a lecturer in the Department of Marketing and Entrepreneurship on 15 August 2019.[5] She taught marketing and conducted research in digital marketing, entrepreneurship, and electronic learning. In 2022, she was promoted to Senior Lecturer at the School of Marketing and Entrepreneurship department and also held administrative roles, including Communication Coordinator for the College of Humanities at the University of Ghana.[6] In February 2025, Lovia was promoted to the rank of Associate Professor of Marketing and Entrepreneurship, becoming the first woman to attain the rank of professor in marketing and entrepreneurship at the University of Ghana.[7]
The full extent of Prof. Lovia’s research covered a multidisciplinary spectrum with six core focus areas: Behavioural Marketing, Influencer Marketing, Fashion and Beauty Marketing, Artificial Intelligence and Entrepreneurship, Educational Technology and Learner Engagement, and Gender and Digital Platforms.[8] Her contributions include the application of parasocial interaction theory in influencer marketing, cue utilization theory in corporate branding, and the development of original conceptual frameworks such as the LEARN Model, anchored in African symbolism, and the DEQ (Domain Knowledge, Ethical Acumen, and Query Capabilities) framework for integrating generative AI into education. She is a lead or corresponding author for the majority of her scholarly outputs, which include Scopus-indexed journal articles, book chapters, practical workbooks on SEM using AMOS and SPSS, and collaborative industry reports.
She currently serves as an Associate Editor for Humanities and Social Sciences Communications, a Springer Nature Journal.[9] She has previously served on the Editorial Advisory Board of Emerald Emerging Markets Case Studies (UK) and was invited to join the editorial board of the Journal of Rural Business (University of West Alabama). She is a Fellow of the Academy of Marketing Science and her research has been published in Information Development, International Journal of Bank Marketing, Journal of Financial Services Marketing, International Journal of Customer Relationship Marketing and Management, Smart Learning Environments, and Journal of Educational Technology Systems. One of her works on signalling theory was recognized in the International Journal of Bank Marketing in 2019.
Prof. Lovia Boateng is also the founder of the Women in Tertiary Education (WITE) Network, dedicated to supporting women in academia with their research, family, and career journeys. Her vision for inclusive, technology-enabled, and ethically grounded education and entrepreneurship continues to shape policy, inspire students, and empower communities across Ghana and beyond.[10]
