Elmira Djafarova serves as the Head of the Marketing Subject Group in the Department of Marketing, Operations, and Systems at Northumbria University's Faculty of Business and Law. She holds a PhD in Tourism and is a Senior Fellow of the Higher Education Academy. Her academic leadership includes roles as Programme Director for Top-Up and Postgraduate Business programmes, focusing on enhancing international student experiences through initiatives like the International Mentoring Scheme. Her research spans digital influencers, social media engagement, consumer behavior, and tourism marketing. Notable contributions include studies on influencer credibility, crisis resilience via digital technology, and Generation Z's ethical consumption patterns. She has authored over 30 journal articles in outlets like *Computers in Human Behavior* and *Tourism Analysis*, and actively reviews for *Tourism Management* and *Journal of Advertising Research*. Research Interests: Electronic Word of Mouth, Social Media Analytics, Crisis Communication, Digital Marketing Professional Roles: Associate Editor for *Journal of Marketing Management*, Programme Chair at the Academy of Marketing Conference (2016) Recent work explores the impact of data usage patterns in Africa and the effectiveness of mindfulness interventions against fake news. She supervises PhD candidates researching cancel culture, showrooming behavior, and university search experiences. Djafarova has presented keynotes at the Operational Research Society and participates in international conferences on marketing innovation and digital transformation.












