Staff profile

Jiyoun Han is a PhD candidate in Marketing at Durham University Business School.   Jiyoun received her bachelor's degree in Music with a major in Cello Performance. After completing her undergraduate studies, she pursued a master's degree in Music and Management at the University of Leeds. Before coming to Durham, she worked at CREDIA, a leading classical music company in Korea, where she participated in projects with renowned artists, including Yo-Yo Ma’s Silkroad Ensemble, Richard Yongjae O’Neill, and the Vienna Boys Choir.   Her doctoral research examines social hierarchies and power dynamics within fan communities, with particular attention to how cultural contexts shape consumption practices and community formation. Drawing on ethnographic methods, her work explores the relational and affective dimensions of fan engagement in contemporary digital environments.

Mini biography

Jiyoun Han is a PhD candidate in Marketing at Durham University Business School. Her research interests include fan communities, consumer culture, and social dynamics within digital spaces. She is passionate about understanding how people form meaningful connections through shared consumption practices, particularly how cultural contexts shape these relationships.

Research Interest

• Consumer culture theory
• Fandom studies and fan practices
• Social hierarchies and power dynamics

• Consumer behaviour
• Fan
• Fandom
• Music Industry
• Social Psychology