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Heejin (Jeanie) Lim

Associate Professor and Director of Graduate Studies


My primary research interest is consumer behavior in the computer-mediated environment, such as e-commerce, m-commerce, and social media. I have conducted research on e-store image, consumer loyalty decisions in the mobile services context, and consumer lifestyles in consumption of high-technology products. My current research projects include consumer-brand relationship in social medial platforms, consumption communities, and consumer culture in the postmodern era.


  • Computer-Mediated Communication in Consumer Brand Relationship
  • Consumer Behavior in Technology-Involved Environment
  • Consumer Culture
  • Consumption Communitites


Curriculum Vitae


Lim, H., & Schumann, D. W. (accepted for publication). Employing a dramaturgical lens to the interpretation of brand online social networking: Evidence of augmented self. Qualitative Market Research.

Lim, H. (accepted for publication). Luxury cruelty: an analysis of consumers’ responses to animal cruelty in a luxury fashion supply chain. In J. Ha-Brookshire & K.Y. Lo (Eds.), Sustainability in Luxury Fashion Business. Thousand Oaks: Springer

Lim, H., & Kumar, A. (in press). Variations in consumers’ use of brand online social networking: A uses and gratifications approach. Journal of Retailing and Consumer Services.

Lee, K., & Lim, H. (2017). Facebook me right: Needs-based segmentation of Facebook brand page users. Fashion, Industry and Education15(1), 12-28.

Lim, H., & Park, J. S.* (2013). The effects of national culture and cosmopolitanism on consumers’ adoption of innovation: A cross-cultural comparison. Journal of International Consumer Marketing25(1), 16-28.

Kumar, A.*, & Lim, H. (2008). Age differences in mobile service perceptions: comparison of Generation Y and baby boomers. Journal of services marketing22(7), 568-577.

Lim, H., & Dubinsky, A. J. (2005). Determinants of consumers’ purchase intention on the Internet: an application of theory of planned behavior. Psychology & Marketing22(10), 833-855. 

Recent Conference Presentations

Lim, H., & Kumar, A. (2017). “Drivers and outcomes of consumers’ online brand social networking experience: fragmentation approach” presented in the 2017 ACRA conference, Minneapolis, MN.

Hur, S., Lim, H., & Lyu, J. (2017). ““I” or “She”? The impact of visual perspectives on creation of consumption imagery on Instagram” presented in the 2017 ITAA conference, St. Petersburg, FL.

Cuevas, L., Lyu, J., & Lim, H. (2017). “Instagram as a search engine: Can browsers convert to shoppers?” presented in the 2017 ITAA conference, St. Petersburg, FL.

Bedford, S., & Lim, H. (2017). “Does this bag make me look good? The Impact of post-consumption emotions on re-purchase intention of counterfeit luxury products” presented in the 2017 ITAA conference, St. Petersburg, FL.

Lim, H., & Childs, M. (2016). “Brand storytelling on Instagram: How do pictures travel to millennial consumers’ minds?” presented in the 2016 ITAA conference, Vancouver, Canada.    

Photo of Jeanie Lim

Contact Information

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