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 49^th Academy of Marketing Conference ‘Radical Marketing’, which took place 4-7^th 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.