Profile Pages
Photo of University Hall

View Profile Page

Faculty/Staff Login:

Photo of Rae Yule Kim

Rae Yule Kim

Assistant Professor, Marketing

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

Bio

Rae Yule Kim joined Feliciano School of Business 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. His research provides insights for marketers looking to improve the digital presence of their business. His research has been presented at American Marketing Association and has been published in IEEE Transactions on Engineering Management, Electronic Markets, Applied Economics, Electronic Commerce Research, and Electronic Commerce Research and Applications.

Expertise

Digital Marketing, Digital Sales, AR/VR, Consumer Insights, Social Responsibility

Research

  • How to predict marketing outcomes from text data?
  • What makes a robot likable?
  • How do online reviews influence consumer decisions?

Professional Experience

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

Consulting

  • Litigation Expert Consultant/Support, Latina Surge. (October 2022 - Present). Develop research plans for investigating how DEI initiatives influence firm performance

Honors & Awards

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

Refereed Published Articles

  • 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). The Value of Followers on Social Media. 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 (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). An Unforeseen Story of Alpha Woman. Applied Economics
  • R. Kim (2021). When Does Online Review Matter to Consumers? The Effect of Product Quality Information Cues. Electronic Commerce Research
  • R. Kim (2021). What Makes People Happy? An Empirical Investigation of Panel Data. Applied Economics Letters
  • R. Kim (2021). Shopping with Robots. Journal of Future Studies
  • R. Kim (2022). Using Online Reviews for Customer Sentiment Analysis. IEEE Engineering Management Review
  • R. Kim (2023). Robots in Healthcare. ACM Interactions
  • R. Kim (2023). How to Use Social Media (Properly) for Business?. ACM Interactions
  • R. Kim (2023). Gender and Workplace Promotion: A Case Study of a Multinational IT Corporation. IEEE Transactions on Engineering Management
  • R. Kim (2023). Bounded Rationality: Are Higher Online Review Ratings Always Better for Sales?. Behaviour & Information Technology
  • R. Kim (2023). Data-Driven User Experience Design. ACM Interactions
  • R. Kim (2023). How to Market to Gen Z on Social Media. IEEE Potentials
  • R. Kim (2023). Text Mining Online Reviews: What Makes a Helpful Online Review?. IEEE Engineering Management Review

Published Proceedings

  • R. Kim (5s). 2019. Can Advertising Spending Increase Market Share? Atlantic Marketing Association Conference
  • 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). 2020. Selling After COVID-19 Atlantic Marketing Association
  • 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). 2021. The Role of Anthropomorphism in Customer-Robot Interaction Reimagining Marketing, American Marketing Association
  • 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). . Do Social Media Followers Impact Sales? 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. Online Review Helpfulness: Findings From Sentiment Analysis INFORMS Society for Marketing Science Conference
  • 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 (2023). Online Reviews and Consumer Decisions. The Cambridge Handbook of Cyber Behavior, Cambridge University Press