Joon Soo Lim

Joon Soo Lim


Joon Soo Lim (Ph.D., University of Florida) is an associate professor at Syracuse University's S.I. Newhouse School of Public Communications. His current research focuses on the adoption of disruptive innovations by organizations, the communication of AI ethics and corporate data accountability, and ethical algorithms in personalized recommendation systems. He has twice been named a Page and Johnson Legacy Scholar by the Arthur Page Center for his contributions to the advancement of ethics and responsibility in corporate social responsibility communication.

He leads a Tow Center Research Fellow project on The Age of AI: Audience Segmentation and Predictive Audience Engagement. Some of this project's research findings have been published in Journal of Broadcasting and Electronic Media ( ) and Technology in Society ( ). 

Lim has conducted extensive research on the managerial and ethical concerns in public communication campaigns that leverage or misuse social media and artificial intelligence characteristics, such as user-generated content, word-of-mouth tactics, anonymity, and algorithmic personalization. 

He has published more than three dozen peer-reviewed articles in high-impact journals, including Communication Research, Journalism & Mass Communication Quarterly, Technology in Society, AI & Society, Journal of Broadcasting and Electronic Media, Computers in Human Behavior, Telematics and Informatics, International Journal of Advertising, Journal of Brand Management, Journal of Contingencies and Crisis Management, Journal of Public Relations Research, Public Relations Review, American Behavioral Scientist, International Journal of Communication, Journal of Marketing Communication, Journal of Promotion Management, and Journal of Public Affairs.