Hayoung Sally Lim

University of Oregon | UO · Advertising

While organizations have increasingly engaged in corporate social advocacy (CSA) for sexual and gender diverse populations, transgender people have often been overlooked in LGBTQ advocacy campaigns. Among the different strategic communication tactics that can be used in CSA, advertising is an important channel for organizations to send their prosoc...

Digital technologies such as AI (Artificial Intelligence) and big data analytics are altering public relations practices such as scanning social media and posting during crises. Crisis scholarship found these practices could potentially yield positive crisis outcomes such as increased reputational measures. However, research has not yet fully outli...

This study seeks guidance from the planned risk information avoidance model to explore drivers of risk information avoidance in the context of COVID‐19. Data were collected early during the pandemic. Among our most notable results is that participants who are more oriented toward social dominance and are more skeptical of scientists’ credibility ha...

This study examined U.S. Facebook users’ privacy concerns and how those concerns, the Facebook users’ perceived abilities to protect their privacy on social media, their perceptions and intentions regarding social media advertising, and their prior experience with data breaches affected their likelihood of experiencing social media fatigue. While p...

Purpose The purpose of this study is to develop an integrative concept of perceived authenticity that captures a more nuanced perception of authenticity among LGBTQ stakeholders and to examine the effects of perceived organizational authenticity on Pride campaign evaluations. Design/methodology/approach With 400 LGBTQ/non-LGBTQ participants, we de...

During a presidential election cycle, voters consume information to alleviate uncertainty about the candidates and the process. As a result, elections offer an interesting (and somewhat novel) context for studying risk-related information behaviors. Here we argue that individuals avoid certain information, depending on the amount of risk they perce...

This research seeks to shed light on perceived brand authenticity as it relates to LGBTQ stakeholders. Through in-depth interviews, this study centers the voices of LGBTQ practitioners to explore perceived brand authenticity. The empirical purpose of this study is exploratory: to gain a better understanding of perceived brand authenticity of LGBTQ...

Privacy concerns and social media usage continue to increase in parallel for many online consumers. While researchers have suggested the negative impact of privacy concerns on social media engagement, it is also observable that privacy concerns do not prevent users from disclosing their personal information online while using social media, in other...

In this study, we examine and propose a personalization technology acceptance model (TAM) for e‐commerce. We conducted a 2 (Privacy concerns priming vs. Control condition) × 2 (Personalization vs. Nonpersonalization) factorial, between‐subjects experiment among college students (Study 1, N = 205) and adult samples (Study 2, N = 211). The findings i...

Using a two (crisis response strategy: diminish vs. rebuild) × three (source: brand organization vs. brand executive vs. brand fan) experimental design, this study examines how brand fans (i.e., consumers who identify with a brand) can be prompted to protect a brand’s reputation during crises and how the selection of a crisis spokesperson can influ...

While digital media technology has applied the “choose-your-own-adventure” type of storytelling to many different contexts, a rigorous empirical examination of the persuasive effect of interactive storytelling has only recently begun. Filling this gap, the current study investigates how interactive features added to a health-themed story addressing...

While public relations professionals are beginning to utilize psychographic data for more refined audience targeting methods, this study examines how elemental personality traits impact (1) crisis communication outcomes (lessen levels of attributed crisis responsibility, improve individual's reputation and increase positive word‐of‐mouth) and (2) e...

The current study aims to explore the role of personality in a nonprofit organization's advertisement on social media and how it influences two advertising components: the types of advertising appeal and social media metrics. A 2 (emotional vs. rational appeal) × 2 (high vs. low social media metrics) full‐factorial experiment was conducted. We foun...

The current study examines how interactive data visualization can augment the persuasive potential of health information. In an experiment using an obesity-awareness website (N = 248), we manipulated the level of interactivity in a data visualization tool that featured obesity prevalence in the U.S. and measured participants’ absorption into the we...

This study combines the heuristic-systematic model of persuasion with user interface literature to examine how website interactivity influences processing of anti-smoking messages and smoking outcome beliefs. We conducted a pilot experiment with 112 current smokers and found that the interactive website elicited more heuristic processing among part...