Dr. Umar Hakim Mohd Hasri is a Senior Lecturer in Media and Communication Studies at Universiti Malaya. He holds a Bachelor of Science in Media Arts and Technology from Rochester Institute of Technology, New York, USA, and earned both his Master's and PhD in Media and Communication Studies through research at Universiti Malaya, completing his doctoral degree with the Graduate-On-Time (GOT) award in 2024. Dr. Umar’s current research interests center on uncovering effective strategies in communication through immersive technology, transmedia storytelling, and digital transformation. His work focuses on how these approaches drive economic advantages in local markets and create pathways for expansion into international trade. While grounded in media and communication studies, his research bridges innovative storytelling techniques with strategic digital practices, empowering media organizations to enhance their global competitiveness. He has published in high-impact journals indexed by WoS and Scopus, including Media International Australia, Atlantic Journal of Communication, Communication and Research Practice, and Malaysian Journal of Communication (Jurnal Komunikasi). Previously, Dr. Umar served as a Project Officer at Universiti Malaya Press, leading digital transformation projects such as digital book conversion, database asset management, and the digitalization of media assets and processes.