Dr. Hasrina Mustafa is an associate professor at the School of Communication, Universiti Sains Malaysia. She holds a B.HSc. degree in Organizational Communication (1997) from the International Islamic University Malaysia, a MA degree in Communication from the Universiti Sains Malaysia (2000) and a Graduate Non-Degree Certificate from the Ohio State University in 2002. In 2005 she obtained her Ph.D. from the Universiti Putra Malaysia in 2005 in the field of mass communication.

Dr. Hasrina lectures on integrated marketing communication, research methods, data analysis and digital strategies mainly at post-graduate level. A strong proponent of active learning and knowledge co-creation strategies, she enjoys structuring her course with various theoretical and industrial materials while at the same allowing students the flexibility in contributing their existing industrial knowledge and skills to enrich the whole learning experience in class.

Dr Hasrina has been involved in a series of industrial training in Google Ad, Facebook Ad, Google Analytics and Email Marketing since 2013. Currently, she heads a team of marketing specialists in designing and managing the digital marketing campaigns for USM using Google Ad and Facebook Ad platforms to reach more than 15 countries including Saudi Arabia, Oman, Jordan, Pakistan, Bangladesh and others. She was the key person behind the setting up of a series of advertising campaigns in China via Baidu and WeChat.

Since the start of her career in academia, she has been involved in several research and consultancy projects related to marketing communication and tourism i.e. profiling of high-risk motorists, tourist experience in Langkawi, the impact of tourism on social and economic development in Langkawi, Langkawi Benchmarking study and Langkawi Tourism Blueprint. Her research work has been previously funded by Warisan Advertising, Malaysian Institute of Road Safety Research (MIROS), Langkawi Development Authority, Ministry of Youth and Sports, Ministry of Higher Education, Ministry of Science, Technology and Innovation. Her current research aims to deconstruct the Generational Cohort Theory to better predict effective ways and strategies to market to the Generation Z and beyond.