Joon Soo Lim
Lim's research centers on consumer activism via social media, consumer engagement with brands and content in new media platforms, and stakeholder engagement in CSR communication. He is a Knight News Innovation Fellow from the Tow Center at Columbia University’s Graduate School of Journalism. Lim has been named a two-time Page Legacy Scholar (2012 and 2017).
Supervisors: Mary Ann Ferguson
Supervisors: Mary Ann Ferguson
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Papers by Joon Soo Lim
Experiment 2 shows that an appeal to logic yields more positive attitude, higher perceptions of credibility and trust in the organization than an appeal to indignation when crisis involvement is high. The results of this study support the theoretical proposition of a dual‐process model of persuasion—individuals’ processing of crisis discourse is greatly affected by their level of involvement with the crisis.
The results show that participants exposed to repetitive ads on paired media of television, Internet, and mobile TV have greater perceived message credibility, ad credibility, and brand credibility than counterparts exposed to repetitive ads from a single medium. The multiple-media repetition also generated more positive cognitive responses, attitude toward the brand, and higher purchase intention than the single-medium repetition. Finally, the cross-platform synergy effect remained robust for different levels of product involvement.
Experiment 2 shows that an appeal to logic yields more positive attitude, higher perceptions of credibility and trust in the organization than an appeal to indignation when crisis involvement is high. The results of this study support the theoretical proposition of a dual‐process model of persuasion—individuals’ processing of crisis discourse is greatly affected by their level of involvement with the crisis.
The results show that participants exposed to repetitive ads on paired media of television, Internet, and mobile TV have greater perceived message credibility, ad credibility, and brand credibility than counterparts exposed to repetitive ads from a single medium. The multiple-media repetition also generated more positive cognitive responses, attitude toward the brand, and higher purchase intention than the single-medium repetition. Finally, the cross-platform synergy effect remained robust for different levels of product involvement.