Dr Elvira Ismagilova joined the School of Management at University of Bradford in December 2017 as a Lecturer in Marketing.She received her PhD in Business Management from Swansea University, UK (2017). She holds BSc in Applied Informatics in Economics from Udmurt State University, Russia and MSc in Economics, Accounting and Finance from Bristol University, UK.Her research interests include consumer behaviour, electronic word of mouth and social media marketing. She participated and presented her research in various international and domestic conferences including I3E2016, BAM and AM. Elvira has recently published a book by Springer. The book titled “Electronic Word of Mouth (eWOM) in the Marketing Context. A State of the Art Analysis and Future Directions”. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field.