Edlira's research focuses on a broad range of topics along three areas: digital advertising, multichannel retailing, and nonprofit marketing. Her research uses quantitative methods to solve empirical problems and has high academic as well as managerial and societal relevance. Her work has been published in leading journals of the field, such as the Journal of Marketing Research, the International Journal of Research in Marketing, the Journal of Retailing, and Research Policy. She is member of the editorial board of the Journal of Retailing. Prior to joining academia, Edlira worked in different management positions in the field of marketing analytics.