Kihyun (Hannah) Kim

Hannah Kim is an assistant professor of marketing at Rutgers University. Her research interests include customer relationship management and online and social media marketing strategies. She uses quantitative and qualitative analysis to solve strategic marketing issues and uncover insights about customers.  Specifically, she investigates (1) the impact of different marketing communications in shaping customer perceptions and behaviors, (2) the dynamic impact of customer feedback and experience during the customer journey, (3) the effects of customer habits on firm value, (4) the social influences on online rating behavior, and (5) the time effect on online information consumption behavior. Her research aims to understand customers better and manage relationships to create value for customers, employees, firms, and society at large. Her research has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Marketing Science.