RESEARCHER INFO
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Dr. Sabrina Binti Mohd Rashid
UUM College of Arts and Sciences
Teknologi Multimedia dan Komunikasi
sabrina@uum.edu.my
5906
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RESEARCH PROFILE

Scopus ORCiD Research Gate Google Scholar

ACADEMIC QUALIFICATION

12013, PhD Marketing, Lincoln University, New Zealand
22005, Master of Science Komunikasi Korporat, Universiti Putra Malaysia, Universiti Putra Malaysia
32000, Bachelor of Science Pengetahuan Media, Universiti Multimedia Cyberjaya, Lain-lain
41997, Certificate Matrikulasi, Kolej Mara Kulim, Lain-Lain Kolej Persendirian

AWARD

1 Certificate of Completion, Toastmasters International, 2019, Antarabangsa
2 Anugerah Kesukarelawan Terpuji, SMMTC, 2018, Pusat Pengajian/Jabatan
3 Competent Leader, Toastmasters International, 2018, Antarabangsa
4 Completion of Volunteer Induction Course, IRM, 2018, Kebangsaan
5 Adobe Certified Associate, Adobe, 2018, Antarabangsa
6 Competent Communicator, Toastmasters International, 2017, Antarabangsa
7 Foundation Certificate IPA Foundation Certificate, The Institute of Practitioners in Advertising, 2017, Antarabangsa
8 4As Scholarship for IPA Foundation Certificate, The Association of Accredited Advertising Agents Malaysia, 2017, Kebangsaan
9 Anugerah Perkhidmatan Cemerlang, Universiti Utara Malaysia, 2015, Universiti

RECOGNITION

1 ACADEMIC EDITOR,Editorial Board Member,Antarabangsa,2021
2 REVIEWER, ,Antarabangsa,2022
3 BUSINESS,Editor,Antarabangsa,2020
4 EDITOR,Senior Technical Reviewer,Antarabangsa,2024
5 EXAMINER OF VIVA,External Examiner,Kebangsaan,2021
6 EXAMINER OF VIVA,External Examiner,Kebangsaan,2022
7 CURRICULUM REVIEW EXPERT,External Examiner,Kebangsaan,2022
8 PENYELIDIKAN,Lead Researcher,Kebangsaan,2018
9 AKADEMIK,Ahli,Kebangsaan,2018
10 BUSINESS,Editorial Board,Kebangsaan,2019
11 PANEL PENILAI,Juri,Universiti,2019
12 PANEL PENILAI,AHLI PANEL PENILAI,Universiti,2019
13 REVIEWER, ,Universiti,2022
14 PENYELIDIKAN,Internal Thesis Examiner,Universiti,2018
15 PENYELIDIKAN,Internal Thesis Examiner,Universiti,2018
16 PANEL PENILAI,External Examiner,Universiti,2020
17 PANEL PENILAI,Speaker,Pusat Pengajian/Jabatan,2019
18 MENTOR, ,Pusat Pengajian/Jabatan,2022
19 KEYNOTE SPEAKER, ,Pusat Pengajian/Jabatan,2022
20 REVIEWER, ,Pusat Pengajian/Jabatan,2022
21 BUSINESS,Reviewer,Pusat Pengajian/Jabatan,2018
22 AKADEMIK,Fasilitator FYP 2,Pusat Pengajian/Jabatan,2018
23 PENYELIDIKAN,Pengerusi,Pusat Pengajian/Jabatan,2018
24 AKADEMIK,Fasilitator FYP 1,Pusat Pengajian/Jabatan,2018
25 AKADEMIK, ,Pusat Pengajian/Jabatan,2018
26 PENYELIDIKAN,Ketua,Pusat Pengajian/Jabatan,2018
27 PANEL PENILAI,Penilai,Pusat Pengajian/Jabatan,2023
28 PANEL PENILAI,Penilai,Pusat Pengajian/Jabatan,2023
29 PANEL PENILAI,Penilai,Pusat Pengajian/Jabatan,2023
30 PENGERUSI,Pengerusi,Pusat Pengajian/Jabatan,2023
31 PENGERUSI,Pengurus Program,Pusat Pengajian/Jabatan,2024
32 AHLI JAWATANKUASA,Ahli,Pusat Pengajian/Jabatan,2024
33 PANEL PENILAI,Penilai,Pusat Pengajian/Jabatan,2023
34 PANEL PENILAI,Panel Penilai,Pusat Pengajian/Jabatan,2023

AREA OF EXPERTISE

Advertising
Advertising (Including Globalisation)
-

RESEARCH AREA

Branding
Internal Culture

OVERVIEW
I am on a mission to pursue and enhanced my understanding on how branding plays its role in every part of our life. I am a dynamic academician/researcher who utilizes creativity, leadership and teamwork to design an exciting learning experience to create a greater tertiary education. Knowledge sharing, researching and teaching are my focus. I am passionate in the domain of branding and culture in SME. For the past several years, I am very involved in research area that surrounds brand identity and internal culture of an organization. Currently, I am seeking opportunities that will allow me to widen my knowledge and skills in keeping myself current with the industry.
PUBLICATION CHART
LIST OF PUBLICATION
Norsiah binti Abdul Hamid, Khairunnisa Kamal Azi, Siti Syamsul Nurin Binti Mohmad Yazam, Sabrina Binti Mohd Rashid, Mohd Sobhi Ishak, (2024). Navigating The Media Maze: Perceived Work-Life Balance Among Women Journalists. Jurnal Komunikasi Malaysian Journal of Communication, 40(1), 120 - 137.
NURZURAINI BINTI MOHD ZAHRI , Sabrina Binti Mohd Rashid, Norsiah binti Abdul Hamid, (2023). A Systematic Review on Brand with Virtual Team For NGOs. Jurnal Pengajian Media Malaysia , 25(1), 1 - 16.
Norsiah binti Abdul Hamid, Sabrina Binti Mohd Rashid, Mohd Fikri Yazan, Noor Azlina Amin, (2023). Gadgets, parents and children: Navigating the digital landscape in families. International Journal of Education, Psychology and Counseling, 8(52), 531 - 542.
Abdul Rehman Madni , Norsiah binti Abdul Hamid, Sabrina Binti Mohd Rashid, (2016). An Association between Religiosity and Consumer Behavior: A Conceptual Piece. The Journal of Commerce, 8(3), 58 - 65.
Norsiah binti Abdul Hamid, Sabrina Binti Mohd Rashid, Mohd Sobhi Ishak, Roro Retno Wulan, (2022). Effects of Social Media Usage: The Well-Being and Flourishing of Housewives. Jurnal Komunikasi Malaysian Journal of Communication, 38(1), 284 - 304.
Syazwani binti Mahsal Khan , Norsiah binti Abdul Hamid, Sabrina Binti Mohd Rashid, (2021). Music in Advertisement on Social Media Platforms Towards Malaysian Young Consumers’ Decision Making to Purchase. Jurnal Komunikasi: Malaysian Journal Of Communication, 37(3), 1 - 17.
Sabrina Binti Mohd Rashid, David Cohen, Kamal Ghose, (2018). An Exploration on the Process of Brand Identity Building in the Context of Malaysian Cafe. Jurnal Komunikasi: Malaysian Journal Of Communication, 34(2), 105 - 120.
Sabrina Binti Mohd Rashid, , Kamal Ghose, David Cohen, (2015). BRAND IDENTITY: INTRODUCING RENEWED CONCEPT FOR COFFEE SHOPS. PEOPLE: International Journal of Social Sciences , 1(1), 1056 - 1075.
Sabrina Binti Mohd Rashid, Norsiah binti Abdul Hamid, (2021). Developing a Framework for Student Technopreneurship Skill: Utilising social media platform for marketing purposes. Prosiding Seminar Kebangsaan Teknologi Multimedia dan Komunikasi 2021[NSMTComm’21], 1(1), 65 - 70.
Norsiah binti Abdul Hamid, Mohd Sobhi bin Ishak, Sabrina Binti Mohd Rashid, (2021). Social Media Motives, Well-being and Flourishing among Housewives: A structural Model. European Proceedings of Social and Behavioural Sciences EpSBS, 110(1), 473 - 481.
Suhaini binti Muda, Sabrina Binti Mohd Rashid, (2021). CUSTOMER SATISFACTION TOWARDS COMMUNICATION SKILLS OF THE FRANCHISE RESTAURANT FRONTLINERS . European Proceedings of Social and Behavioural Sciences EpSBS, 110(iCOME2020), 231 - 238.
Norizah Binti Aripin, Sabrina Binti Mohd Rashid, Awan Bt Ismail, Revathy a/p Amadera Limgam , (2020). ETHICS AND LAW ON FLAMING ON YOUTUBE: A PERCEPTION FROM THE FLAMERS ON YOUTUBE. International Journal of Law, Government and Communication, 5(19), 54 - 67.
Farida Nurfalah, Norsiah binti Abdul Hamid, Mohd Sobhi bin Ishak, Sabrina Binti Mohd Rashid, (2020). Motives of Social Media Usage and Effects to Housewives Well-Being in Cirebon City Indonesia. Journal of Reviews on Global Economics, 24(2), 2189 - 2212.
Norsiah binti Abdul Hamid, Sabrina Binti Mohd Rashid, Mohd Sobhi bin Ishak, Wardah Mustafa Din, (2019). Pemerkasaan Suri Rumah Bandar Melalui Media Sosial: Analisis Kumpulan Fokus Bersandarkan Kegunaan dan Pemuasan Kehendak. e-Prosiding SMTComm19 - Seminar Teknologi Multimedia dan Komunikasi 2019, 1(1), 453 - 461.
Norsiah binti Abdul Hamid, Zauridah bte Abdul Hamid, Sabrina Binti Mohd Rashid, Mohd Sobhi bin Ishak, Abbas Ghanbari Baghestan, Hadi Khaniki, Seyed Mehdi Etemadifard, (2019). Community Engagement on Media Literacy (CE:ML) Ecosystem: Towards Quituple Helix Collaboration and Rural Sustainability. International Journal of Law, Government and Communication, 4(17), 94 - 101.
Suhaini binti Muda, Sabrina Binti Mohd Rashid, (2019). Ulasan Model Kualiti Perkhidmatan. e-Proceeding SMTCom17 Seminar Teknologi Multimedia dan Komunikasi 2017, (), 225 - 229.
Siti Mahfuzah Binti Sarif, Azizah Binti Che Omar, Sabrina Binti Mohd Rashid, (2019). Conceptual Model of Interactive Television Advertisement Ecosystem in Malaysia. ICMS 2019 PROCEEDINGS, (), - .
Syazwani binti Mahsal Khan , Norsiah binti Abdul Hamid, Sabrina Binti Mohd Rashid, (2019). The Information Processing on Persuasion Towards Young Consumer Decision Making In Music Television Advertising: Experts View. International Journal of Innovative Technology and Exploring Engineering , 8(8S3), 206 - 213.
Syazwani binti Mahsal Khan , Norsiah binti Abdul Hamid, Sabrina Binti Mohd Rashid, (2019). An Exploration of Audience Views on Musical Power in Television Advertising and Consumer Decision Making. Journal of Advanced Research in Social and Behavioural Sciences , 15(1), 49 - 56.
Syazwani binti Mahsal Khan , Norsiah binti Abdul Hamid, Sabrina Binti Mohd Rashid, (2019). Music and Its Familiarity Affection on Audience Decision Making. Jurnal The Messenger, 11(1A), 70 - 80.
Norizah Binti Aripin, Awan Bt Ismail, Sabrina Binti Mohd Rashid, Revathy a/p Amadera Limgam , (2019). What Is Watched and Commented on Social Media? A YouTube Content Analysis. 3rd Proceeding International Conference on Media Studies 2019, (), 9-26 - .
Raji Ridwan Adetunji, Sabrina Binti Mohd Rashid, Mohd Sobhi bin Ishak, (2019). Consumer-based brand equity (CBBE) and the role of social media communications: Qualitative findings from the Malaysian automotive industry. Journal of Marketing Communications, 25(5), 511 - 534.
Raji Ridwan Adetunji, Sabrina Binti Mohd Rashid, Mohd Sobhi bin Ishak, Bahtiar Bin Mohamad, (2020). Do Firm-Created Contents on Social Media Enhance Brand Equity and Consumer Response Among Consumers of Automotive Brands?. Journal of Promotion Management, 26(1), 19 - 49.
Norsiah binti Abdul Hamid, Sabrina Binti Mohd Rashid, Mohd Sobhi bin Ishak, Wardah Mustafa Din, (2019). Ekosistem Kepimpinan: Satu Kajian Kes Suri Rumah Rahmah (SRR). SRIKANDI Journal of Women and Leadership, 1(1), 55 - 69.
Norizah Binti Aripin, Awan Bt Ismail, Sabrina Binti Mohd Rashid, Revathy a/p Amadera Limgam , (2018). Media Experience and Social Influence on Flaming on Youtube: A Perspective of Flamers on Youtube. Proceeding 2nd International Conference on Media Studies 2018: "Growing with Media", (), 1 - 16.
Raji Ridwan Adetunji , Sabrina Binti Mohd Rashid, Mohd Sobhi bin Ishak, (2018). Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia. Jurnal Komunikasi: Malaysian Journal of Communication, 34(1), 1 - 19.
Noraihan Mohamad, Mohd Sobhi bin Ishak, Sabrina Binti Mohd Rashid, (2016). KEPUTUSAN PEMBELIAN: JALINAN ANTARA MEDIA CETAK, MEDIA ATAS TALIAN DAN MEDIA BERSEMUKA. Jurnal Komunikasi: Malaysian Journal Of Communication, 32(1), 313 - 334.
Sabrina Binti Mohd Rashid, Kamal Ghose, (2015). Organisational culture and the creation of brand identity: retail food branding in new markets. Journal of Marketing Intelligence & Planning, 33(1), 2 - 19.
Sabrina Binti Mohd Rashid, Kamal Ghose, David A. Cohen, (2015). Brand identity: Be original, be creative . Indian Journal of Arts, 5(15), 128 - 136.
RESEARCH PIE
LIST OF RESEARCH
ELUCIDATING THE ASSOCIATIONS BETWEEN DIGITAL PARENTING STYLE AND DIGITAL RESILIENCE OF CHILDREN IN MALAYSIA (2021), Member, Kementerian/agensi lain
CONVERGING BRAND CREDIBILITY WITH VIRTUAL OPERATION MODEL FOR NGOs (2021), Leader, Kpt
DEVELOPMENT OF MEDIA LITERACY ECOSYSTEM FRAMEWORK FOR MALAYSIA AND IRAN (2019), Member, Antarabangsa
MOTIVES OF SOCIAL MEDIA USAGE AND EFFECTS TO HOUSEWIVES WELL-BEING (2018), Member, Antarabangsa
PROJEK PENJANAAN SENI KREATIF (BARANGAN KITAR SEMULA DAN TERPAKAI) DAN PEMASARAN MELALUI E-BUSINESS (2017), Member, Kementerian/agensi lain
DEVELOPING A POSITIVE PSYCHOLOGY PRINCIPLES BASED ON SOCIAL MEDIA UTILIZATION AMONG HOUSEWIVES IN KEDAH AND PERLIS (2017), Member, Universiti
Flaming on Youtube: Constructing of Comments, Images Interpretation, and Legalisation Model. (2016), Member, Kpt
Customer Satisfaction Towards Communication Skills Among Frontline Staff Of Franchise Restaurants (2016), Member, Universiti
AN EXPLORATION OF BRAND IDENTIFY BUILDING PROCESS IN THE CONTEXT OF MALAYSIAN CAFE (2016), Leader, Universiti
Pengaruh Jalinan Kekayaan antara Media dan Personaliti Usahawan Islam dalam Hubungan yang Membentuk Kesetiaan Pelanggan kepada Perniagaan (2016), Member, Universiti
EXPLORING FRESH SYNERGIES BETWEEN PLACE BRANDING AND LOCAL ENTREPRENEURSHIP ACTIVITIES IN PULAU LANGKAWI, MALAYSIA. (2015), Leader, Kpt
DEVELOPING A FRAMEWORK FOR STUDENT TECHNOPRENEURSHIP SKILL: UTILISING SOCIAL MEDIA PLATFORM FOR MARKETING PURPOSE (2015), Leader, Universiti
Formulating Guideline For Advertising Content In Malaysian Interactive Television (iTV) (2012), Member, Universiti
CONSULTATION
Year Title Membership Funder Level Status
2016 Bengkel filem citezone Member Government National On going
INTELLECTUAL PROPERTIES
Year Reference No IP Type Title of Inventor (Principal Inventor/Member) Status of IP
UNDERGRADUATE
Course Code Course Name
SCTX3908 Practicum
SCCT1033 Introduction to media technology
SCCT3053 Media content analysis
SCCT1063 Basic broadcasting
SCCT2213 Creativity and advertising strategy
SCCT2223 Copy writing in advertising
SCCT3996 Thesis
SCCT2033 Media writing
SCCT3033 Media psychology
EEP1032 Personal development and character building
CCT2013 Integrative media
CCT3143 Creative media
SCCT3453 Broadcasting content& audience analysis
SCCT3233 Integrative media marketing
SCCT2073 Media creativity and aesthetics
EEP2032 Living in the multi-cultural society
SCCT1043 Fundamental to advertising
CCX3016 Practicum training
SCIM1043 Critical and creative thinking
POSTGRADUATE
Course Code Course Name
SCCZ69921 Dissertation
SCCZ6996 Project paper
SMJZ69912 Research paper
SMMZ69912 Research paper
SUPERVISION
Matric Name Status Title
816462 Worlu Okechukwu Completed The Relationship between Corporate Name. Typography, Colour and Graphic Design towards Corporate Image: A Comparative Study on Two Telecommunication Companies in Malaysia
819033 Hanani binti Ismail Completed Proses Pembuatan Keputusan Industri Butik Vendor Tempatan di Instagram
819253 NOR HIDAYAH BINTI KAMARUDIN Completed Penglibatan dan Peranan Media Sosial dalam Penjenamaan Tempat di Pulau Langkawi, Kedah
819541 Noriza binti Ismail Completed Pengaruh Strategi Pengiklanan Hijau terhadap Keterlihatan dalam Media Sosial
825262 NOOR AZIAH BINTI ABDULLAH Completed PROFESSIONAL PRACTICE
827885 NORMAHFUZAH BINTI AHMAD Completed SGHX5996 Professional Practice
900764 Raji Ridwan Adetunji Completed The Relationship Between Social Media Marketing Communications, Consumer-Based Brand Equity And Consumer Response Among Automotive Brands In Malaysia
904234 ZHANG, ZIHAN Not Active Aesthetic Research on Digital Commercial Portrait Photography
904345 REN, LIFEN Active Research on Digital inheritance and Protection of Traditional Village Architecture
904943 NURZURAINI BINTI MOHD ZAHRI Active Converging Brand Equity with Virtual Team Model for NGOs
905213 TAISEER ABDELHADI ALI ALI Not Active Examining Audience's Motivations and preferences for Viewing Television and Online Video and Their Relationship to Their Attitudes and Behaviors
905490 YE, HEDI Active Addressing Misinformation in Wellness From Social Media
906480 LIANG, XUEYING Not Active Research on the Application of Visual Signs of Clay Sculpture in Guangzhou Chen's Lineage Hall in Brand Visual Image Design
906481 LIU, ZILI Active The Factors Impacting The Willingness Of User Information Sharing Behaviour In Internet Community In Xiaohongshu In Malaysia
906486 YIN, NA Not Active Contemporary, Digital, Visual Art, Research Research on Contemporary Digital Visual Art
906564 HAN, XIAOYAN Active Study of Digital Divide among Older People
906864 CHANG LE Active An Exploratory Study on the Media Value of Public Service Announcements on New Media Platforms
907068 WANG, ZHENXING Not Active Media and Aesthetic Studies in the Media Age
96014 Abdul Rehman Madni Completed The Influence of Advertisements and Religious Factors on Condom use Intentions among Married Male Muslims in Pakistan
96175 Syazwani binti Mahsal Khan Completed Music in Video Advertising towards Young Consumers’ Decision Making: A Qualitative Approach
900548 Noraihan binti Mohamad Completed Pengaruh Jalinan Kekayaan Media dan Personaliti Usahawan Islam Terhadap Kepercayaan Pelanggan dalam Membentuk Kesetiaan Kepada Premis Perniagaan
904208 KHAN SAGHEER ALI Not Active Factors Affecting Adoption of Protective Measures during Covid-19 Disseminated By Media Messages in Pakistan
905212 MOHD NORHAIZZAT NAIM BIN MOHD MAZLAN Not Active Strategi Pemasaran Media Sosial dalam Meningkatkan Keyakinan Masyarakat Terhadap Institusi Zakat di Era Digital
906850 NOR AZIAN BINTI MOHAMAD Active Fashion Retails Industry: Impact of Social Media Marketing Features on Consumer’s purchase decision. Brand trust as a Mediator
 
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