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Dr Elmira Djafarova

Associate Professor

Department: Newcastle Business School

Dr. Djafarova is a Director of Education and staff development lead 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 Leader for BA (Hons) Advertising Management (2008-2011), 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, social media, 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.

Elmira Djafarova

Key Publications

  • Please visit the Pure Research Information Portal for further information
  • Credibility of digital influencers on YouTube and Instagram, Djafarova, E., Matson, N. 2021, In: International Journal of Internet Marketing and Advertising
  • ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry, Djafarova, E., Bowes, T. 1 Mar 2021, In: Journal of Retailing and Consumer Services
  • ‘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, Academy of Marketing Conference 2016 : Radical Marketing

PGR Supervision

  • Patrick Gürser Start Date: 27/09/2021
  • Alan Kelly An investigation into the impact Customer Experience Technology could have for Irish Higher Education providers Start Date: 01/10/2020


  • Tourism PhD June 30 2008
  • Tourism MA (Hons) September 01 2002
  • Education MA July 31 2002
  • Senior Fellow (FHEA) Higher Education Academy (HEA) 2020

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