Hyejoon Rim

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Hubbard School of Journalism and Mass Communication
206 Church St SE
213 Murphy Hall

Hyejoon Rim is an associate professor in the Hubbard School of Journalism and Mass Communication at the University of Minnesota. Her primary research area is corporate social responsibility (CSR), consumer skepticism, and crisis communication.

Hyejoon’s research explores how CSR contributes to society through leveraging public engagement and creating shared values. In the past years, her research has identified barriers, motivators, and strategic factors influencing CSR effectiveness in both crisis and non-crisis contexts, in the U.S. and abroad, and in a traditional and social media setting. Her ongoing research focuses on corporate social-political advocacy (CSA) and social movements. She explores opportunities and challenges that CSA and digital technology provide to public relations practices and scholarship.

Prior to pursuing her academic career, she worked as an account executive for McCann-Erickson, and a senior account executive for InComm Brodeur (currently merged with Ketchum) in Korea.

Educational Background & Specialties

Educational Background

  • Ph.D.: Mass Communication, University of Florida.
  • M.S.: Public Relations, Syracuse University.


  • Public Relations
  • Corporate Social Responsibility, Corporate Social-Political Advocacy
  • Media Use, Social Movements, Collective Action
  • Crisis Communication
Courses Taught
  • JOUR 3201 Principle of Strategic Communication
  • JOUR 3251 Evaluative Research in Strategic Communication
  • JOUR 4263 Strategic Communication Campaigns
  • JOUR 4733H Honors Thesis Seminar
  • JOUR 8204 Measuring the Effectiveness of Communication Campaigns
  • JOUR 8621 Public Relations Theory and Research
  • Ji, Y. G., Tao, W., & Rim, H. (2021). Theoretical Insights of CSR Research in Communication from 1980 to 2018: A Bibliometric Network Analysis. Journal of Business Ethics, Link
  • Ji, Y. G., Tao, W., & Rim, H. (online first). Mapping corporate social responsibility research in communication: A network and bibliometric analysis  . Public Relations Review, Link
  • Park, K., Kim, H., & Rim, H. (online first). Exploring variations in corporations’ communication after a CA vs. CSR crisis: A semantic network analysis of sustainability reports. International Journal of Business Communication, Link
  • Rim, H., Lee, Y., & Yoo, S. (2020). Polarized public opinion responding to corporate social advocacy: Social network analysis of boycotters and advocators . Public Relations Review, 46, 2. Link
  • Park, K. & Rim, H. (2020). "Click First" The effects of instant activism via a hoax on social media. Social Media and Society, 4(2), Link
  • Rim, H. & Ferguson, M. A (2020). Proactive vs reactive CSR in a crisis: an impression management perspective.. International Journal of Business Communication, 57(4), 545-568. Link
  • Kim, S., Rim, H., & Sung, K. (2019). Online engagement of active communicative behaviors and news consumption on internet portal sites. Journalism, Link
  • Rim, H., Swenson, R., & Anderson, B (2019). What happens when brands tell the truth? Exploring the effects of transparency signaling on corporate reputation for agribusiness. Journal of Applied Communication Research, 47(4), 439-459. Link
  • Kim, S. & Rim, H. (2019). The role of public skepticism and distrust in the process of CSR communication. International Journal of Business Communication, Link
  • Rim, H., *Kim, J., & *Dong, C. (2019). A cross-national comparison of transparency signaling in CSR Reporting: The United States, South Korea, and China Cases. Corporate Social Responsibility and Environmental Management, 26(6), 1517-1529. Link
  • *Park, K. & Rim, H. (2019). Social media hoaxes, political ideology, and the role of issue confidence. Telematics and Informatics, 36, 1-11. Link
  • *Dong, C. & Rim, H (2019). Exploring nonprofit-business partnerships on Twitter from a network perspective. Public Relations Review, 45(1), 104-118. Link
  • Rim, H., Park, Y. E. & Song, D. (2018). Watch out when expectancy is violated: An experiment of inconsistent CSR message cueing. Journal of Marketing Communications, Link
  • *Kim, J., *Park, K., & Rim, H. (2018). Does the engaged public’s evaluation of networking practices matter? The effects of polarized attitudes and the reputation of networking on individuals’ WOM behaviors. International Journal of Nonprofit and Voluntary Sector Marketing, 23, 4. Link
  • Rim, H. & *Dong, C. (2018). Trust and distrust in society and public perception of CSR: A cross-cultural study. Social Responsibility Journal, 14(1), 1-19. Link
  • Kanihan, S. & Rim, H. (2018). Media use, motivations and political learning: Comparing Trump supporters in 2016 to the celebrity candidate voter. Atlantic Journal of Communication, 24(4), 251-266. Link
  • Rim, H. (2018). Skepticism toward CSR: A cross-cultural perspective. Public Relations Journal, 11(4), 1-20. Link
  • Lee, J. & Rim, H. (2018). Evolution of corporate social responsibility: A content analysis of United States magazine advertising, 1980-2009. Journal of Promotion Management, 24(4), 555-577. Link
  • Lee, S. Y., & Rim, H. (2017). Company–nonprofit partnerships, negative spillover, and response strategies. International Journal of Strategic Communication, 11(3), 194-208. Link
  • Rim, H., & Song, D. (2017). Corporate message strategies for global CSR campaigns: The mediating role of perceived altruism. Corporate Communications: an International Journal, 22(3), 383-400. Link
  • Lee, J., & Rim, H. (2017). Consumer Evaluation of Cause-Brand Alliance in Cause-Related Advertising: The Role of Brand Familiarity and Personal Relevance. Business Management and Strategy, 8(1), 1-20.
  • Rim, H. & Kim, S. (2016). Dimensions of corporate social responsibility (CSR) skepticism and their impact on public evaluations toward CSR. Journal of Public Relations Research, 28, 248-267. Link
  • Rim, H., Yang, S.-U., & Lee, J. (2016). Strategic partnerships with nonprofits in corporate social responsibility (CSR): The mediating role of perceived altruism and organizational identification . Journal of Business Research, 69(9), 3213-3219. Link
  • Rim, H., & Song, D. (2016). "How negative becomes less negative”: Understanding the effects of comment valence and response sidedness in social media. Journal of Communication, 66(3), 475-495. Link
  • Lee, S. Y. & Rim, H. (2016). Negative spillover in corporate-nonprofit partnerships: Exploring the effects of company-cause congruence and organization-public relationships. Public Relations Review, 42(4), 710-712. Link
  • Rim, H., Ha, J. H., & Kiousis, S. (2014). Evidence of compelling argument in the agenda-building process during pandemic outbreak: Relationships among public information subsidies, media coverage, and risk perceptions. Journal of Communication Management., 18(1), 101-116. Link
  • Rim, H. & Song, D. (2013). The ability of corporate blog communication to enhance CSR effectiveness: The role of prior company reputation and blog responsiveness. International Journal of Strategic Communication, 7(3), 165-185. (Both authors contributed equally). Link
  • Chan-Olmsted, S. M., Rim, H., & Zerba, A. (2013). Mobile news adoption among young adults: Examining the roles of perceptions, news consumption, and media usage. Journalism & Mass Communications Quarterly, 90(1), 126-147. Link
  • Hong, S. Y. & Rim, H. (2010). The influence of customer use of corporate websites: Corporate social responsibility, trust, and word-of-mouth communication. Public Relations Review, 36(4), 389-391. Link
  • Hong, S. Y., Yang, S.-U., & Rim, H. (2010). The influence of corporate social responsibility and customer-company identification on publics’ dialogic communication intentions. Public Relations Review, 36(2), 196-198. Link
  • Graint-in-Aid of Research, University of Minnesota. A cross-cultural comparison of corporate social responsibility(CSR): Transparency signaling and stakeholder expectation. Funding in the amount of $27,054
, 2018 - 2019
  • Single Semester Leave, College of Liberal Arts, University of Minnesota. A Multi-method, cross-cultural investigation of message strategies and public perception of CSR, 2016
  • Arthur W. Page Legacy Scholar & Grant. Arthur W. Page Center. Funding in the amount of $8,000 for research on cross-cultural investigation of corporate social responsibility, 2015
  • IDEA Multicultural Research Award, University of Minnesota, 2015
  • Bob Heath Top Faculty Paper, Public Relations Division, International Communication Association, 2014
  • Outstanding Graduate Student Teaching Award, College of Journalism and Communications, University of Florida, 2013
  • Graduate School Fellow, University of Florida, 2009 - 2013