Dr. Rae Yule Kim - Research

My research investigates how social influence affects technology adoption decisions under uncertainty, with applications including online shopping behavior during the pandemic and public acceptance of humanoid robots. My research adds insight into how social influence can help people feel comfortable about taking risks and trying new technologies. In addition to publishing with renowned organizations such as IEEE and ACM, my research has been indexed by the U.S. Bureau of Labor Statistics, World Health Organization, and Smithsonian Institution.

I have expertise in social influence, social norms, and social planning.

Recent Publications

Navigating Consumer Preferences: The Role of Social Signals in Overcoming Uncertainty

Social Influence in AI Adoption

Gender and Workplace Promotion

Exploring the Link between Crowds and Risk-Taking

Recent Open Access Publications

Kim, Rae Yule (2026). Investigating Techonomy: The Multilevel Effect of R&D Investment on Economic Performance. The Journal of Technology Transfer, forthcoming.

Kim, Rae Yule (2025). The Prompt Imperative: How Generative AI is Rewriting the Rules of Advertising. California Management Review.

Kim, Rae Yule (2025). Redefining Marketing in the Era of Data. California Management Review.

Kim, Rae Yule (2024). Anthropomorphism and Human-Robot Interaction. Communications of the ACM, 67(2), 80-85.

Refereed Publications

1. Kim, Rae Yule (2026). Social Influence in AI Adoption. IEEE Engineering Management Review, forthcoming.

2. Kim, Rae Yule (2026). Investigating Techonomy: The Multilevel Effect of R&D Investment on Economic Performance. The Journal of Technology Transfer, forthcoming.

3. Kim, Rae Yule (2026). What Makes Things Catch On? Understanding Consumer Engagement with Video Content on Social Media. Electronic Commerce Research, 26(1), 1039–1064.

4. Kim, Rae Yule (2025). The Prompt Imperative: How Generative AI is Rewriting the Rules of Advertising. California Management Review.

5. Kim, Rae Yule (2025). Redefining Marketing in the Era of Data. California Management Review.

6. Kim, Rae Yule (2025). Price Promotion Does Not Always Work: Online Reviews, Price-Quality Heuristics, and Risk Aversion. Electronic Commerce Research, 25(6), 5075-5104.

7. Kim, Rae Yule (2024). Anthropomorphism and Human-Robot Interaction. Communications of the ACM, 67(2), 80-85.

8. Kim, Rae Yule (2024). Being in a Crowd Shifts People’s Attitudes Toward Humanoids. International Journal of Social Robotics, 16(3), 569-577.

9. Kim, Rae Yule (2024). The Fifth Wave: The Sustainability Age and New Industrial Revolution. IEEE Engineering Management Review, 53(1), 106-114.

10. Kim, Rae Yule (2023). Gender and Workplace Promotion: A Case Study of a Multinational IT Corporation. IEEE Transactions on Engineering Management, 71, 5174 – 5181.

11. Kim, Rae Yule (2023). Text Mining Online Reviews: What Makes a Helpful Online Review? IEEE Engineering Management Review, 51(4), 145-156.

12. Kim, Rae Yule (2023). Bounded Rationality: Are Higher Online Review Ratings Always Better for Sales? Behaviour & Information Technology, 42(12), 1968-1979.

13. Kim, Rae Yule (2022). Using Online Reviews for Customer Sentiment Analysis. IEEE Engineering Management Review,49 (4), 162-168.

14. Kim, Rae Yule (2021). When Does Online Review Matter to Consumers? The Effect of Product Quality Information Cues, Electronic Commerce Research, 21 (4), 1011-1030.

15. Kim, Rae Yule (2021). What Makes People Happy? An Empirical Investigation of Panel Data. Applied Economics Letters, 28 (2), 91-94

16. Kim, Rae Yule (2021). Shopping with Robots. Journal of Futures Studies.

17. Kim, Rae Yule (2020). The Impact of COVID-19 on Consumers: Preparing for Digital Sales. IEEE Engineering Management Review, 48 (3), 212-218.

18. Kim, Rae Yule (2020). The Influx of Skeptics: An Investigation of the Diffusion Cycle Effect on Online Review. Electronic Markets, 30 (4), 821-835.

19. Kim, Rae Yule (2020). An Unforeseen Story of Alpha Woman. Applied Economics, 52 (55), 6009-6021.

20. Kim, Rae Yule (2020). The Value of Followers on Social Media. IEEE Engineering Management Review, 48 (2), 173-183.

21. Kim, Rae Yule (2020). Share of Voice: Findings from the U.S. Automotive Industry. Economics Bulletin, 40 (4), 3306-3312.

22. Kim, Rae Yule (2019). Does National Culture Explain Consumers’ Reliance on Online Reviews? Electronic Commerce Research and Applications, 37, 100878.

Scholarly Books and Chapters

23. Kim, Rae Yule (2026). AI Hype: A Psychological, Economic, and Technological Analysis. Cambridge University Press, forthcoming.

24. Kim, Rae Yule (2024). Online Reviews and Consumer Decisions, The Cambridge Handbook of Cyber Behavior, Cambridge University Press.

Refereed Magazine Publications

25. Kim, Rae Yule (2025). Navigating Consumer Preferences: The Role of Social Signals in Overcoming Uncertainty. IEEE TEMS Leadership Briefs, 3(2), 1.

26. Kim, Rae Yule (2023). How to Market to Gen Z on Social Media, IEEE Potentials, 42(5), 20-22.

27. Kim, Rae Yule (2023). Data-Driven User Experience Design, ACM Interactions, 30(4), 56-58.

28. Kim, Rae Yule (2023). Robots in Healthcare, ACM Interactions, 30(1), 48-51.

29. Kim, Rae Yule (2023). How to Use Social Media (Properly) for Business? ACM Interactions.

Refereed Conference Publications and Presentations

30. Kim, Rae Yule (2025). Understanding the Role of Media in AI Acceptance, Data Revolution: Empowering Humanity, American Marketing Association, Chicago, IL

31. Kim, Rae Yule (2025). The Loss-Construal Rule and Construal Aversion: Why Do People Try New Things? INFORMS Society for Marketing Science Conference, Washington, DC

32. Kim, Rae Yule (2025). Positivity Bias in Processing Health Information, Marketing in Service of Nature and Humanity, American Marketing Association, Phoenix, AZ

33. Kim, Rae Yule (2024). When Do Price Promotions Fail? Price-Quality Heuristics, Risk Aversion, and Word of Mouth, Reconnecting with Humanity, American Marketing Association, Boston, MA

34. Kim, Rae Yule (2023). Unexpected Price Promotions Can Hurt Sales, INFORMS Society for Marketing Science Conference, Miami, FL

35. Kim, Rae Yule (2022). Retail After COVID-19: Use Virtual Reality to Enhance E-commerce, IEEE Technology and Engineering Management Conference (IEEE TEMSCON), Izmir, Turkey (Virtual)

36. Kim, Rae Yule (2022). Online Review Helpfulness: Findings from Sentiment Analysis, INFORMS Society for Marketing Science Conference, Chicago, IL

37. Kim, Rae Yule (2022). Text Mining Customer Reviews: What Makes an Impactful Review? Light in the Darkness: Marketing’s Role in Driving Positive Change, American Marketing Association, Chicago, IL

38. Kim, Rae Yule, Nina Belei, Rajiv Vaidyanathan, and Sandrine Heitz-Spahn (2022). 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, Monterey Bay, CA

39. Kim, Rae Yule (2021). Do Social Media Followers Impact Sales? INFORMS Society for Marketing Science Conference, Rochester, NY

40. Kim, Rae Yule (2021). The Role of Anthropomorphism in Customer-Robot Interaction, Reimagining Marketing, American Marketing Association, Boston, MA

41. Kim, Rae Yule (2020). Predicting NFL Ticket Sales with Social Media Data, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Virtual

42. Kim, Rae Yule (2020). The Niche Effect: Are Social Media Followers for Niche Brands More Loyal? Bridging Gaps: Marketing in an Age of Disruption, American Marketing Association, Virtual

43. Kim, Rae Yule (2020). How Can Ad Spending Improve Market Dominance? The Competitive Effect of Advertising Spending on Market Share, American Academy of Advertising, Virtual

44. Kim, Rae Yule (2020). Selling After COVID-19, Atlantic Marketing Association, Chattanooga, TN

45. Kim, Rae Yule (2020). Do Social Media Followers Impact Sales? Analysis for a Brave New Marketing World, Society for Marketing Advances, Fort Worth, TX

46. Kim, Rae Yule (2019). Can Advertising Spending Increase Market Share? Atlantic Marketing Association, Asheville, NC

47. Kim, Rae Yule (2019). When Does Online Review Matter? Changing the Rhythm of Marketing: Are We Listening? Society for Marketing Advances, New Orleans, LA