Lim, Hayoung

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

B.A., Media and Communication, Korea University


Hayoung Lim is a doctoral student in the Stan Richards School of Advertising and Public Relations. Her research interests are mainly in the dynamic relationships between social media, consumers and brand. Her Master's thesis and follow-up studies explore consumers' communication on social media about brand transgressions and its psychological effects influencing their consumer behavior afterwards. Recently, Hayoung has tied her research in crisis communication studies, trying to build her research specialty in consumer-brand relationship during a crisis.

Oh, J., Ahn, J.,; Lim, H. S. (2019). Interactivity as a Double-Edged Sword: Parsing Out the Effects of Modality Interactivity on Anti-Smoking Message Processing and Persuasion. Journalism; Mass Communication Quarterly, 1077699019835911.

Oh, J., Lim, H. S., Copple, J. G.,; Chadraba, E. K. (2018). Harnessing the persuasive potential of data: The combinatory effects of data visualization and interactive narratives on obesity perceptions and policy attitudes. Telematics and Informatics, 35(6), 1755-1769.