Joon Soo Lim

I've completed the following research projects, and submitted all of them recently to a peer-reviewed journal (i.e., Communication Research). I shortened the titles of each manuscript to avoid search engine indexing:

- Presumed influence of negative political viral videos
- Self-referencing effect in corporate social responsibility campaigns
- Voters' attribution of responsibility for a political scandal
- Effects of endorser credibility and schema congruity on persuasion

I'm completing the following research projects as a principal investigator and writing papers for the AAA conference (due October 1) and the ICA conference (due November 1):

- Validation of authenticity in online relationship scale (AIORS) in the open vs. closed social networking system (ICA)
- Legitimacy of government public relations and social amplification of the perceived risk of the mad cow disease (ICA)
- Effects of self-referencing and business-cause fit in corporate social responsibility advertising on persuasion (AAA)

The following manuscript is now under revision for a peer-reviewed journal:

- The effect of message sidedness on perception of corporate social responsibility and persuasion

I'm writing a book chapter on social media and politics: Negative Political Parody Videos on YouTube: The potential for, and the challenges to, participatory democracy.