AI in Advertising, Consumer behavior/psychology, Consumer brand identification
Brand responsibility, Corporate social communication, Brand crisis comn,  Social media analytics

• 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.