Rate My Professor Jeong Hahm

Dr. Jeong Hahm is a Senior Lecturer of Marketing at the School of Business, Monash University Malaysia. His academic qualifications include a PhD in Sport Sciences with a specialization in Sport Business Marketing from Waseda University, awarded on 26 January 2021 after completing his thesis titled 'Participation and spectatorship legacy of the 2002 FIFA World Cup Korea/Japan' between September 2017 and March 2021. He previously obtained an M.A. in Sports Management from the University of San Francisco on 15 December 2005 and a B.A. in Business Administration from Konkuk University on 22 February 2002. Dr. Hahm's professional career integrates extensive academic and industry experience. Prior to his current position, he held the role of Senior Lecturer in the Faculty of Sports & Exercise Science at Universiti Malaya from 1 September 2022 to 24 June 2024, and has maintained academic appointments at Rikkyo University and Waseda University since 2021. In industry, he served as Co-founder and COO of Meyvn Culture Incorporated from 1 November 2018 to 26 February 2020; Country Manager at TomTom Korea Limited from 1 June 2015 to 31 October 2017; General Manager of Sports Marketing at Descente Korea Ltd from 17 February 2014 to 31 March 2015; Head of Sports Sponsorship for Ballantine's at Pernod Ricard Korea Ltd from 15 July 2009 to 14 February 2014; and Assistant Manager in Sales & Marketing at MBC ESPN Star Sports from 20 March 2006 to 31 May 2009.

Dr. Hahm's research specializations center on sport marketing, sport consumer behaviour, sponsorship marketing, and sport and diversity, extending to technological advancements in sport, sport fan engagement, ethnic consumption in sport, and wearable devices. He is recognized as an expert in sport business, with a focus on sport marketing and consumer behavior. His key publications include the chapter 'Can virtual events be a sustainability driver? creative destruction, motorsport, and the case of Extreme E' in The Routledge Handbook of Events and Sustainability (2025); the article 'What motivates residents’ approval of hosting another winter mega-sporting events?' published in Current Issues in Tourism (2025, with 6 Scopus citations); 'Japanese National Basketball Association fans and social media acceptance: exploring the role of brand respect' in Communication and Sport (2024, 3 Scopus citations); the chapter 'South Korea' in Management of Sport Organizations at the Crossroad of Responsibility and Sustainability (Springer, 2024); and 'Future growth of Formula E: reinforcing spectators' sensory experience through sonic branding' in The Future of Motorsports (Routledge, 2023). Dr. Hahm has authored 7 articles and 3 book chapters, contributing to advancements in sport management and marketing scholarship.