Key details
Hyunjoo Lim
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 Osnabr眉ck, 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.
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.