John Kim

John Kim is a Professor of Marketing at Oakland University’s School of Business Administration. He holds a Ph.D. in Marketing from the University of Cincinnati. His research focuses on consumer behavior, marketing research, and branding, with notable contributions to consumer decision-making, incentivized electronic word-of-mouth strategies, and entrepreneurship. He has published widely in top journals like the Journal of Marketing Research and Journal of Consumer Research.

Teaching interests include consumer behavior, marketing research, and marketing management. His work bridges theory and practice, addressing topics such as crowdfunding success factors, overconfidence in entrepreneurial contexts, and brand equity in recruitment strategies. He has organized conferences for the Society of Consumer Psychology and presented at the American Marketing Association.

Key contributions span 30+ years, emphasizing interdisciplinary approaches to marketing challenges. Notable studies include analyses of cognitive biases in entrepreneurial interviews and the impact of social ties on crowdfunding outcomes. His research often intersects psychology, business strategy, and digital marketing.