Portrait of Hayoung Sally Lim

Hayoung Sally Lim

Assistant Professor of Advertising and Brand Responsibility
hslim@uoregon.edu
Office: 236 Allen Hall
City: Eugene
Research Interests: AI in advertising, Responsible AI communication, Consumer Research, Corporate Social Communication (CSR/CSA/CRM/Brand Activism), Brand Crisis Communication

Education

  • PhD, Advertising, University of Texas at Austin, 2022
  • MA, Advertising, University of Texas at Austin, 2018
  • BA, Media and Communication, Korea University, 2016

Publications

Lim's Google Scholar Page

Recent Publications

  • Lim, H.S. & Park, H. (2026). How Consumers Perceive and React to Advertising amid AI Anxiety: Social Media Content Analysis of Apple’s ‘Crush!’ Ad Controversy. International Journal of Marketing Studies. https://doi.org/10.5539/ijms.v18n2p30  

  • Moon, W. & Lim, H.S. (2026). Who do we trust to correct health misinformation? Credibility of AI-generated fact-checking messages. Accepted for Health Communication. In-press.

  • Lim. H.S. & Ham. J. (2026). Exploring Different Virtual Influencer Types in Green Marketing: the Roles of Anthropomorphism, Warmth, Competence, and Discomfort. Journal of Marketing Communication, 1-26. 

  • Lim, H.S. & Brown-Devlin, N. (2025). Venting Crisis Emotions in Secondary Crisis Communication on Social Media: the Moderating Roles of Brand Identification and Social Media Metrics. Journal of Communication Management, 1-24.

  • Lim, H.S., Lee, N., Pittet Gonzalez, L., & Moon, W. (2025). Human vs. Virtual Influencers: Unveiling the Expectancy Violation Effect of Sponsorship Disclosure on Environmental CSR Communication and Skepticism. Journal of Promotion Management. 10.1080/10496491.2025.2563653.

  • Ciszek, E., & Lim, H.S. (2025). Performativity in Transgender Inclusive Advertising: An Analysis of Consumer Perceptions of the Bud Light/Dylan Mulvaney Partnership. Journal of Current Issues & Research in Advertising.

  • Lim, H. S., & Ciszek, E. (2024). Effects of perceived fit and authenticity in transgender influencer endorsement: An analysis of the Bud Light and Dylan Mulvaney’s partnership. International Journal of Strategic Communication, 19(3), 357-378.

Teaching

  • Brand Responsibility
  • Psychology of Advertising
  • Digital Ads & Analytics
  • Advanced Psych of Ad (aka. Consumer Behavior & Psychology Research)
  • Seminar Brand Responsibility
  • Quantitative Research Methods