Noor Hanan Mohd Jafar is a Senior Lecturer from Department of Media and Communication Studies, Faculty of Arts and Social Sciences with academic specialization in visual communication, brand management, and media research. She holds a Bachelor of Graphic Design and a Master of Visual Communication and New Media from the Universiti Teknologi MARA, and a PhD from the University of Malaya. Noor Hanan Mohd Jafar also gained industry-oriented research experience through her role as a Research Associate at Aufa Intelligence Sdn. Bhd., a research and strategic consultancy firm specializing in data-driven insights, public perception studies, reputation analysis, and policy-related impact assessment. Her work involved developing research instruments, conducting data collection and analysis, and translating empirical findings into strategic insights that could support decision-making among corporate and government stakeholders. Her research interests include corporate reputation measurement, media consumption behaviour, visual communication strategy, and Muslim-friendly tourism communication. She has been involved in several research projects examining stakeholder perception, cross-platform media behaviour, and communication strategies that influence public engagement and reputation.