Brand responsibility, Corporate social communication, Brand crisis comn, Social media analytics
AI in Advertising, Consumer behavior/psychology, Consumer brand identification
Brand responsibility, Corporate social communication, Brand crisis comn, Social media analytics
Dr. Hayoung Sally Lim mainly works on digital brand strategic communication and consumer research, specializing in social media advertising, brand responsibility, and artificial intelligence marketing (e.g., AI advertising and virtual influencers). Her research often uses corporate crisis or advertising controversy as a context for examining how consumers think, feel, and behave in interactions with brands on social media. Focusing on consumer brand identification, her research not only examines the effectiveness of digital advertising and brand communication from consumer perspectives but also provides insights for consumer-brand relationship development.
- PhD, Advertising, University of Texas at Austin, 2022
- MA, Advertising, University of Texas at Austin, 2018
- BA, Media and Communication, Korea University, 2016
- Brand Responsibility
- Psychology of Advertising
- Digital Ads & Analytics
- Sem Brand Responsibility
- Quantitative Methods
Lim's Google Scholar Page
Recent Publications
- Lim, H. S., & Ciszek (2024). Effects of Perceived Fit and Authenticity in Transgender Influencer Endorsement: An Analysis of the Bud Light and Dylan Mulvaney’s Partnership. International Journal of Strategic Communication, 1-22.
- Lim, H. S., Moon, W. K., & Ciszek, E. (2023). Advertising for Brands and Society: The Role of Perceived Authenticity in Corporate Transgender Advocacy Advertising Campaigns. Journal of Homosexuality, 1-29.
- Lim, H. S., & Brown-Devlin, N. (2023). The value of brand fans during a crisis: Exploring the roles of response strategy, source, and brand identification. International Journal of Business Communication, 60(4), 1148-1176.
- Brown-Devlin, N., Lim, H. S., & Tao, J. (2022). Examining the influence of algorithmic message personalization on source credibility and reputation. International Journal of Business Communication, 23294884221126489.