Dr. Rae Yule Kim

Assistant Professor | Marketing | Feliciano School of Business
Location: 541
Telephone: 973-655-4315
Fax: 973-655-7673
Email: kimr@montclair.edu


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 a 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 Electronic Markets, Applied Economics, Electronic Commerce Research, and Electronic Commerce Research and Applications.


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


  • Ph D, Marketing, 2020, Rutgers University
  • MS, Information Systems, 2017, Johns Hopkins University
  • BS, Politics, 2015, University of Bristol

Professional Experience

  • Assistant Professor, Montclair State University. (September 2020 - Current).

Honors and Awards

  • Excellence in Scholarship Award , Feliciano School of Business. (May 2021).
  • Research Grants , Academy of Marketing Science and Association Française du Marketing. (February 2021).
  • 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).


  • How Do Online Reviews Influence Consumer Decisions?
  • The Impact of Negative Reviews
  • Virtual Shopping
  • What Makes a Robot Likable?

Refereed Published Articles

  • Kim, R. Shopping with Robots. Journal of Future Studies,
  • Kim, R. Using Online Reviews for Customer Sentiment Analysis. IEEE Engineering Management Review,
  • Kim, R. (2021). What Makes People Happy? An Empirical Investigation of Panel Data. Applied Economics Letters, 28 (2), pp. 91-94.
  • Kim, R. (2020). An Unforeseen Story of Alpha Woman. Applied Economics, 52 (55), pp. 6009-6021.
  • Kim, R. (2020). Share of Voice: Findings from the US Automotive Industry. Economics Bulletin, 40 (4), pp. 3306-3312.
  • Kim, R. (2020). The Impact of COVID-19 on Consumers: Preparing for Digital Sales. IEEE Engineering Management Review, 48 (3), pp. 212-218.
  • Kim, R. (2020). The Influx of Skeptics: An Investigation of the Diffusion Cycle Effect on Online Review. Electronic Markets, 30 (4), pp. 821-835.
  • Kim, R. (2020). The Value of Followers on Social Media. IEEE Engineering Management Review, 48 (2), pp. 173-183.
  • Kim, R. When Does Online Review Matter to Consumers? The Effect of Product Quality Information Cues. Electronic Commerce Research,
  • Kim, R. (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, 37 pp. 100878.

Books & Chapters Published

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

Published Proceedings

  • Kim, R. Do Social Media Followers Impact Sales?. : INFORMS Society for Marketing Science Conference. Refereed
  • Kim, R. The Role of Anthropomorphism in Customer-Robot Interaction. : Reimagining Marketing, American Marketing Association. Refereed
  • Kim, R. (2020). Do Social Media Followers Impact Sales?. : Analysis for a Brave New Marketing World, Society for Marketing Advances. Refereed
  • Kim, R. (2020). How Can Ad Spending Improve Market Dominance?. : American Academy of Advertising Conference. Refereed
  • Kim, R. Predicting NFL Ticket Sales with Social Media Data. : Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Refereed
  • Kim, R. (2020). Selling After COVID-19. : Atlantic Marketing Association. Refereed
  • Kim, R. (2020). Share of Voice: The Competitive Effect of Advertising Spending on Market Dominance. : Federation of Business Disciplines Conference. Refereed
  • Kim, R. (2020). When Do Online Reviews Matter?. : Changing the Rhythm of Marketing: Are We Listening? Society for Marketing Advances. Refereed
  • Kim, R. (2020). The Niche Effect: Are Social Media Followers for Niche Brands More Loyal?. : Bridging Gaps: Marketing in an Age of Disruption, American Marketing Association. Refereed
  • Kim, R. (2019). Can Advertising Spending Increase Market Share?. : Atlantic Marketing Association Conference. Refereed