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. His current research agenda centers around the effects of cognitive appraisals of a range of brand-related issues on consumer complaint and boycott behaviors. Lim has twice been named a Page Legacy Scholar (2012 and 2017).
He was previously a faculty member at Middle Tennessee State University and Mississippi State University, where he primarily taught upper-level public relations courses, such as public relations visual communication, public relations production, social media and public relations, public relations cases, public relations campaigns and public relations research. At the Newhouse School, Lim teaches public relations campaigns and graduate-level public relations theory and theories in attitude change.
Using theory-driven models and rigorous methodological analyses, Lim has conducted extensive research on communication strategies for public relations and advertising in the digital environment, addressing real-world problems. His work has been published in such journals as Communication Research, Journalism and Mass Communication Quarterly, Computers in Human Behavior, International Journal of Advertising, Journal of Marketing Communications, Journal of Public Affairs, International Journal of Communication, International Journal of Strategic Communication, Telematics and Informatics, Journal of Public Relations Research and Public Relations Review, among others. He has also presented numerous studies at national conferences and has won four top paper awards from the Association for Education in Journalism and Mass Communication, including the Chafee-McLeod top paper award.