Zahra was a Visiting Researcher at the Trustworthy Artificial Intelligence Lab at Ontario Tech University. Her research interests lie in market studies and the analysis of end-user behavior, specifically aimed trustworthiness of user-generated content.

She did her PhD at University of Science and Research in Iran. Her doctoral research focused on branding in social networks with a cognitive science approach. Additionally, she identified the determinants of brand engagement using gamification techniques. In this research, new marketing techniques grounded in cognitive science were introduced to enhance customer trust.

For over ten years she worked as a lecturer and researcher at the University of Applied Science and Technology, as well as the University of Science and Research in Iran. Furthermore, she served as a Senior Researcher in market research firms and as a Senior Digital Marketing Specialist and business branding consultant for dairy companies and startups.