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Rae Yule Kim

Assistant Professor, Marketing

Email:
kimr@montclair.edu
Degrees:
BS, University of Bristol
MS, Johns Hopkins University
PhD, Rutgers University
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Profile

Rae Yule Kim joined Montclair State University as an Assistant Professor of Marketing in 2020. He holds a Ph.D. in Marketing from Rutgers University and an M.S. in Information Systems from Johns Hopkins University. Dr. Kim’s research provides insight into how people decide to try things under uncertainty, such as buying things online or interacting with humanoids. His research has been published in IEEE Transactions on Engineering Management, Communications of the ACM, and IEEE Engineering Management Review. His research helps international organizations, such as the World Bank and the European Union, better understand consumer behavior.

Specialization

Technology marketing, diffusion, AR/VR, consumer insights, social responsibility

Links

Research

  • How do social signals help people try new things under uncertainty?
  • What makes people adopt new technologies?
  • How do people utilize word of mouth to make decisions under uncertainty?

Professional Experience

  • Assistant Professor, Montclair State University (2020 - Present)
  • Instructor, Rutgers University (2019 - 2020)

Consulting

  • Management Consulting, Articulate.AI. (January 2024 - Present). Improve customer flow management
  • Management Consulting, Latina Surge National. (October 2022 - Present). How diversity, equity, and inclusion (DEI) can improve firm performance
  • Management Consulting, KACO New Energy. (July 2013 - January 2015). How trade policies impact international sales of photovoltaic inverters

Honors & Awards

  • Best Abstracts Award , Atlantic Marketing Association (October 2020)
  • Fellow, Academy of Marketing Science Doctoral Consortium (March 2020)
  • Dean's Grants, Rutgers Business School - Rutgers University (July 2019)
  • Excellence in Scholarship Award, Feliciano School of Business (May 2021)
  • Research Grants, Academy of Marketing Science and Association Française du Marketing (February 2021)

Refereed Published Articles

  • R. Kim (2020). The Value of Followers on Social Media. IEEE Engineering Management Review
  • R. Kim (2019). Does National Culture Explain Consumers’ Reliance on Online Reviews? Cross-Cultural Variations in the Effect of Online Reviews on Consumer Choice. Electronic Commerce Research and Applications
  • R. Kim (2020). An Unforeseen Story of Alpha Woman: Breadwinner Women are More Likely to Quit the Job in Work-Family Conflicts. Applied Economics
  • R. Kim (2020). Share of Voice: Findings from the US Automotive Industry. Economics Bulletin
  • R. Kim (2020). The Impact of COVID-19 on Consumers: Preparing for Digital Sales. IEEE Engineering Management Review
  • R. Kim (2020). The Influx of Skeptics: An Investigation of the Diffusion Cycle Effect on Online Review. Electronic Markets
  • R. Kim (2021). What Makes People Happy? An Empirical Investigation of Panel Data. Applied Economics Letters
  • R. Kim (2021). Using Online Reviews for Customer Sentiment Analysis. IEEE Engineering Management Review
  • R. Kim (2021). When Does Online Review Matter to Consumers? The Effect of Product Quality Information Cues. Electronic Commerce Research
  • R. Kim (2023). Bounded Rationality: Are Higher Online Review Ratings Always Better for Sales?. Behaviour & Information Technology
  • R. Kim (2023). Robots in Healthcare. ACM Interactions
  • R. Kim (2023). Text Mining Online Reviews: What Makes a Helpful Online Review?. IEEE Engineering Management Review
  • R. Kim (2023). Data-Driven User Experience Design. ACM Interactions
  • R. Kim (2024). Anthropomorphism and Human-Robot Interaction. Communications of the ACM
  • R. Kim (2024). Gender and Workplace Promotion: A Case Study of a Multinational IT Corporation. IEEE Transactions on Engineering Management

Published Proceedings

  • R. Kim (5s). 2020. When Do Online Reviews Matter? Changing the Rhythm of Marketing: Are We Listening? Society for Marketing Advances
  • R. Kim (5s). 2020. The Niche Effect: Are Social Media Followers for Niche Brands More Loyal? Bridging Gaps: Marketing in an Age of Disruption, American Marketing Association
  • R. Kim (5s). 2019. Can Advertising Spending Increase Market Share? Atlantic Marketing Association Conference
  • R. Kim (5s). 2020. Do Social Media Followers Impact Sales? Analysis for a Brave New Marketing World, Society for Marketing Advances
  • R. Kim (5s). 2020. How Can Ad Spending Improve Market Dominance? American Academy of Advertising Conference
  • R. Kim (5s). 2020. Selling After COVID-19 Atlantic Marketing Association
  • R. Kim (5s). 2022. Online Review Helpfulness: Findings From Sentiment Analysis INFORMS Society for Marketing Science Conference
  • R. Kim (5s). 2022. Retail After COVID-19: Use Virtual Reality to Enhance Ecommerce IEEE Technology & Engineering Management Conference
  • R. Kim (5s). 2022. Predicting NFL Ticket Sales with Social Media Data Developments in Marketing Science: Proceedings of the Academy of Marketing Science
  • R. Kim (5s). 2022. Text Mining Customer Reviews: What Makes an Impactful Review? Light in the Darkness: Marketing’s Role in Driving Positive Change, American Marketing Association
  • R. Kim (5s). 2021. Do Social Media Followers Impact Sales? INFORMS Society for Marketing Science Conference
  • R. Kim (5s). 2021. The Role of Anthropomorphism in Customer-Robot Interaction Reimagining Marketing, American Marketing Association
  • R. Kim, N. Belei, R. Vaidyanathan, S. Heitz-Spahn (5s). 2023. From Eerie to Aww - Embracing the Imperfect Side of Humans Can Improve the Consumer Robot Interaction Developments in Marketing Science: Proceedings of the Academy of Marketing Science
  • R. Kim (5s). 2023. Unexpected Price Promotions Can Hurt Sales INFORMS Society for Marketing Science Conference
  • R. Kim (5s). 2023. Predicting Social Media Conversion with a Decision Tree A World Disrupted: Marketing’s Role in Understanding, Adapting and Transforming the Business Ecosystem, American Marketing Association

Books & Chapters

  • R. Kim (2024). Online Reviews and Consumer Decisions. The Cambridge Handbook of Cyber Behavior, Cambridge University Press