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Dr Elmira Djafarova

Principal Lecturer/Teaching Fellow

Department: Newcastle Business School

Dr. Djafarova is a Director of Learning and Teaching in the department of Marketing, Operations and Supply in the Faculty of Business and Law. She has an extensive experience as a module tutor for a wide range of tourism and marketing modules at Undergraduate and Postgraduate levels, Programme Leadership for BA (Hons) Advertising Management from 2008 to 2011, Programme Director responsibilities for Top Up programmes 2011-2016, and responsibilities for PG programme in Business and Management Department. Elmira led on the development and revalidation of a new suite of Top Up programmes across Business School. She has introduced a range of activities to improve international students' experience, e.g. International Mentoring Scheme, Study Support module; 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 in the areas of electronic word of mouth, social media, consumer behaviour and tourism images. She acted as a Programme Chair for the 49th Academy of Marketing Conference ‘Radical Marketing’, which took place 4-7th July 2016 at Northumbria University and  was an Associate Editor for the Special Issue in Journal of Marketing Management. Her recent research focuses on very current research topic of marketing: social media engagement by certain target audience and investigation of self-presentation on visual social media on consumer behaviour. The results of Elmira's research have been publishes in Computers in Human Behaviour, Tourism Analysis, Marketing Review, Journal of Advertising Research and other academic peer-reviewed journals. Dr. Djafarova is  a Fellow of the Higher Education academy and a member of  Digital and Marketing research groups.

Elmira Djafarova


  • Tourism PhD June 30 2008
  • Tourism MA (Hons) September 01 2002
  • Education BEd (Hons) July 31 2002
  • Fellow (FHEA) Higher Education Academy (HEA) 2015

Key Publications

  • Please visit the Pure Research Information Portal for further information
  • ‘Instafamous’ – credibility and self-presentation of micro-celebrities on social media, Djafarova, E., Trofimenko, O. 24 Aug 2019, In: Information Communication and Society
  • YouTube advertising: exploring its effectiveness, Djafarova, E., Kramer, K. 29 Nov 2019, In: The Marketing Review
  • User-Generated Images in Online Consumer Reviews of Hotels, Djafarova, E., Deluce, B. 31 Aug 2018, In: Tourism Analysis
  • Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users, Djafarova, E., Rushworth, C. Mar 2017, In: Computers in Human Behavior
  • Exploring the relationships between self-presentation and self-esteem of mothers in social media in Russia, Djafarova, E., Trofimenko, O. Aug 2017, In: Computers in Human Behavior
  • ‘Radical marketing, meet Newcastle upon Tyne’: reflections on a memorable AM2016 [Editorial], McLeay, F., Coates, N., Dzhafarova, E., Hart, D., Woodruffe-Burton, H. 7 Aug 2017, In: Journal of Marketing Management
  • The role of figurative language use in the representation of tourism services, Djafarova, E. Mar 2017, In: Athens Journal of Tourism
  • Ethical fashion consumer: motivations and barriers, Djafarova, E., Waring, T., Holmes, L. 6 Jul 2016
  • Multidimensional sports spectators segmentation and social marketing, Schmid, B., Kexel, C., Djafarova, E. 4 Jul 2016
  • The role of figurative language use in representation of tourism services: a pragmatic approach, Djafarova, E. 7 Jul 2016


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