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Hayoung Sally Lim

Assistant Professor of Advertising and Brand Responsibility
hslim@uoregon.edu
Phone:
Office: 236 Allen Hall
City: Eugene
Research Interests: AI in Advertising, Consumer behavior/psychology, Consumer brand identification Brand responsibility, Corporate social communication, Brand crisis comn, Social media analytics

Education

  • PhD, Advertising, University of Texas at Austin, 2022
  • MA, Advertising, University of Texas at Austin, 2018
  • BA, Media and Communication, Korea University, 2016

Publications

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.

Teaching

  • Brand Responsibility
  • Psychology of Advertising
  • Digital Ads & Analytics
  • Sem Brand Responsibility
  • Quantitative Methods