Kihyun (Hannah) Kim, Ph.D.
Associate Professor of Marketing
Dr. Hannah Kim is an Associate Professor of Marketing at Rutgers University–Newark and New Brunswick. Her research examines customer relationship management and digital marketing strategies, with a focus on how data and technology shape customer behavior and firm outcomes. She investigates the dynamic effects of marketing communication, customer participation, peer influence, and habits—using both statistical modeling and experiments. Her work contributes to understanding how digital and data-driven marketing practices can be designed not only for business performance but also for positive societal impact. Her research has appeared in top-tier journals such as the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Marketing Science.
