Hi, I am an Assistant Professor of Marketing at Korea University Business School. I obtained my Ph.D. in Marketing from Stern School of Business, New York University, under the supervision of Professor Masakazu Ishihara and Professor Vishal Singh.  I obtained my M.A. in Economics from Duke University and B.A. in English Language and Literature from Korea University. Prior to joining Korea University Business School, I worked as an Assistant Professor of Marketing at Sauder School of Business, University of British Columbia.

My research focuses on understanding the dynamics of online platform adoption and usage. The main objective is (1) to find consumer behavior patterns while adopting and using online platforms and (2) to identify underlying behavioral forces in that process and to propose potential explanations. The main topics are based on peer effects, consumer learning, consumer engagement, habit formation, etc., in the context of public education, entertainment goods/services, ride-sharing, and donation. Using various empirical approaches, i.e., structural, reduced-form analyses, and field experiments, I uncover insights to deeply understand online consumer behaviors and thus, provide relevant managerial implications to platforms.

Email: baekjungkim@korea.ac.kr

Here is my CV (updated: August 2024).