Hyunjoo Lim

Hyunjoo Lim PhD

Lecturer in Marketing

Joined the university in 2022 after completing PhD from University of Texas at Austin, USA

Ph.D. in Advertising, University of Texas at Austin - 2022

M.A., Advertising, University of Texas at Austin - 2018

M.A., International Business, KyungHee University, South Korea - 2016

B.A., International Management, Hochschule Osnabrück, Germany - 2014

B.A., International Studies, KyungHee University, South Korea - 2014

Specialises in analysing behavioural trace data from real-life social media advertising campaigns, and decoding consumer behaviour and transforming it into actionable insights for brand growth.

Marketing and advertising

Responsibilities within the university

Module leader, module tutor, dissertation advisor

Research / Scholarly interests

Digital marketing, with a particular focus on areas such as social media and influencer advertising, big data analytics, and advertising performance evaluation.

Recent publications

Publications

Lim, H., Bright, L., & Wilcox, G. (2022). Is Repetition Really The Key To Success?: The Impact of Ad Repetition and The Power of ‘Likes’ on Facebook., Journal of Interactive Advertising, 22(3), 238-248.

Hwang, S. Y., Moon, J. H., Lim, H. J., & Jeong, J. S. (2017). The Reversed Effects of Advertising of Socially Controversial Products on Endorsers. Asia Marketing Journal, 19(2), 63-80.

Jeong, J. S., Kim, N. J., Lim, H. J.,Kang, H. G., & Moon, J. H. (2014). Diversification Strategy through Market Creation. Asia Marketing Journal, 15(4), 1-32.

Presentations

Conference Presentations 

Lim, H. J., & Brown Devlin, N. (2021). "Groceries, the Glow Up, and the 'Gram: Can Instagram Stars Make Ugly Foods Attractive?" The 107th National Communication Association Annual Convention, Seattle, WA, November.

Lim, H. J., & Bright, L. (2021). Is Repetition Really The Key To Success?: The Impact of Ad Repetition and The Power of “Likes” on Facebook. The 71st International Communication Association (ICA) Annual Conference (Virtual), Denver, CO, May.

Moon, W. K., Lee, S., & Lim, H. J. (2021). Predicting Uncertain Information Behaviors: Focusing on the Roles of Social Identity. The 71st International Communication Association (ICA) Annual Conference (Virtual), Denver, CO, May.

Lim, H. J. (2020). Brand Signals on Social Media: Exploring the Relationship Between Brand Conversation, Likes, and Brand Value. The 70th International Communication Association (ICA) Annual Conference (Virtual), Gold Coast, Australia, May.

Moon, W. K., Lee. S., & Lim, H. J. (2020). New Type of the Active Public: Predicting Political Participations from Fans of Politicians. The 70th International Communication Association (ICA) Annual Conference (Virtual), Gold Coast, Australia, May.