As a public relations researcher, Lim specializes in consumer brand engagement, consumer activism, and corporate social responsibility (CSR) communication. He is interested in testing theory-driven models, using structural equation modeling and mediation analysis to demonstrate consumers’ cognitive and behavioral responses to persuasive messages in public relations and advertising campaigns. His current research agenda centers around the effects of cognitive appraisals of a range of brand-related issues on consumer complaint and boycott behaviors. Lim has been named a two-time Page Legacy Scholar (2012 and 2017).