Faculty Research and Creative Profiles

In addition to being excellent teachers and mentors, our faculty are on the frontier of research with the goal of expanding the overall knowledge and understanding of mass media and communications.

Lim publishes research on Twitch users’ parasocial relationship with popular online video game streamers in Computers in Human Behavior

Joon Soo Lim

Joon Soo Lim

Associate Professor

Public Relations

Joon Soo Lim, associate professor of public relations, published an article “The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of live-streaming games: A social cognitive theory perspective” in Computers in Human Behavior. Jun Zhang, a doctoral student at Newhouse School, co-authored this article. 

Joon Soo Lim

About Joon Soo Lim

As a public relations researcher, Joon Soo Lim specializes in consumer brand engagement, consumer activism and corporate social responsibility communication. He is interested in testing theory-driven models, using structural equation modeling and mediation analysis to demonstrate consumers’ cognitive and behavioral responses to persuasive messages in public relations and advertising campaigns.

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