Elmira Djafarova


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Personal profile


Dr. Djafarova is Head of Marketing Subject Group in the department of Marketing, Operation and Systems in the Faculty of Business and Law. She has an extensive experience in leading programmes reviews/validations internally and externally. Previously, she was Programme Director across all business Top Up programmes, and PG programmes in Business and Management Department. Elmira has introduced a range of activities to improve international students' experience, e.g. International Mentoring Scheme, Study Support; and also conducts pedagogical research dedicated to international students' experience and behaviour.


Dr. Djafarova is an active researcher and her contribution is recognised internationally in the areas of electronic word of mouth, digital influencers, Generation Z, social media engagement, consumer behaviour and tourism images. She was invited as a keynote speaker for The Operational Research Society at the University of Warwick in 2020. Elmira acted as a Programme Chair for the 49th Academy of Marketing Conference ‘Radical Marketing’, which took place 4-7th July 2016 and is an Associate Editor for the Special Issue in Journal of Marketing Management. Her recent research focuses on very current research topic of marketing: credibility of digital influencers, social media engagement by certain target audience and investigation of self-presentation on visual social media on consumer behaviour. She is a reviewer for academic journals (Tourism Management, Computers in Human Behavior) and external funding bodies. The results of Elmira's research have been published in Computers in Human Behaviour, Tourism Analysis, Marketing Review, Journal of Advertising Research. Dr. Djafarova is  a Senior Fellow of the Higher Education academy and a member of  Digital and Marketing research groups.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification

Tourism, PhD

30 Jun 200831 Dec 2099

Award Date: 30 Jun 2008

Tourism, MA (Hons)

1 Sept 200231 Dec 2099

Award Date: 1 Sept 2002

Education, MA

31 Jul 200231 Dec 2099

Award Date: 31 Jul 2002


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Collaborations and top research areas from the last five years

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