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.
Lim, Heejin and Jee-Sun Park (2013). The effects of national culture and cosmopolitanism on consumers’ adoption of innovation: a cross-cultural comparison, Journal of International Consumer Marketing, 25 (1), 16-28.
Park, Hyejune, Heejin Lim, and Youn-Kyung Kim (2013). Experiential value: Application to innovative consumer technology products, Journal of Customer Behaviour, 12 (1), 7-24.
Sneed, Christopher T., Rodney Runyan, Jane L. Swinney, and Heejin Lim (2011). Brand, Business Mix, and Sense of Place: Do They Matter Downtown? Journal of Place Management and Development, 4 (2), 121-134.
Lim, Heejin, and Hyun-joo Lee (2010). Development of Consumer Techno Segmentation and Its Application to International Markets, the International Journal of Consumer Studies, 34 (1), 87-95.
Lim, Heejin, Richard Widdows, and Neal H. Hooker (2009). Web Content Analysis of E-Grocery Retailers: A Longitudinal Study, International Journal of Retail and Distribution Management, 37 (10), 839-851.
Lim, Chaemi, Heejin Lim, and Jieun Lee (2009). Lifestyle Segmentation: Market Strategies to Win Customers in the Technology Market, Journal of Consumption Culture, 12 (1), 73-93.
Hyun-joo Lee, Heejin Lim, Laura D. Jolly, and Jieun Lee (2009). Consumer Lifestyles and Adoption of High Technology Products: A Case of South Korea, Journal of International Consumer Marketing, 21 (2), 153-167.
Kumar, Archana and Heejin Lim (2008). Age Differences in Mobile Service Perceptions: Comparison of Generation Y and Baby Boomers, Journal of Services Marketing, 22 (7), 568-577.
Lim, Heejin and Archana Kumar (2008). Gender and Loyalty in the Context of Mobile Services, International Journal of Mobile Communications. 6 (6), 714-728.
Lim, Heejin, Richard Widdows, and Jungkun Park (2006). M-Loyalty: Winning Strategies for Mobile Carriers, Journal of Consumer Marketing, 23, 4, 208-218.
Lim, Heejin and Alan J. Dubinsky (2005). Determinants of Consumers’ Purchase Intention on the Internet: An Application of Theory of Planned Behavior, Psychology & Marketing, 22 (10), 833-855.
Recent Conference Presentations
Heejin Lim, and Michelle Childs (2016). “Brand Storytelling on Instagram: How Do Pictures Travel to Millennial Consumers’ Minds?” will be presented in the 2016 ITAA conference, Vancouver, Canada.
Heejin Lim, and Melanie Doss (2016). “Life is a Theater: Dramaturgical Approach to Self in Online Social Networking,” presented in the AMA 2016 Winter Marketing Educators’ conference, Las Vegas, NV.
Heejin Lim, and Melanie Doss (2015). “Postmodern Self and Self-Presentation in Online Social Networks” presented in the 2015 ACR Asia Pacific conference, Hong Kong.
Kiwon Lee, and Heejin Lim (2015). “Facebook Me Right: Uses and Gratifications of Facebook Brand Pages between Restaurant and Retail Customers” presented in the 2015 WHTER & ICES Conference, Seoul, South Korea.
Jewon Lyu, and Heejin Lim (2014). “Fashion Philanthropy and Customer Collaboration for Millennial Consumers: The Case of TOMS” presented in the 2014 ITAA conference, Charlotte, NC.