Yamamoto Hikaru

写真a

Affiliation

Graduate School of Business Administration (Hiyoshi)

Position

Associate Professor

Career 【 Display / hide

  • 2004.04
    -
    2005.03

    東京大学大学院, 経済学研究科, 助手

  • 2004.04
    -
    2005.03

    The University of Tokyo, Division of Economics, Graduate School, 助手

  • 2005.04
    -
    2008.03

    成蹊大学, 経済学部, 講師

  • 2005.04
    -
    2008.03

    Seikei University, Faculty of Economics, 講師

  • 2008.04
    -
    2014.03

    成蹊大学, 経済学部, 准教授

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Academic Background 【 Display / hide

  • 2001.04
    -
    2004.03

    東京大学大学院, 経済学研究科

    Graduate School, Withdrawal after completion of doctoral course requirements, Doctoral course

  • 2001.03

    東京大学大学院, 経済学研究科

    Graduate School, Completed, Master's course

  • 1996.03

    慶應義塾大学, 法学部, 政治学科

    University, Graduated

  • 1992.04
    -
    1996.03

    Keio University, Faculty of Law, Department of Political Sciences Law

  • 1999.04
    -
    2001.03

    The University of Tokyo, Division of Economics, Graduate School, 修士課程

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Academic Degrees 【 Display / hide

  • 修士(経済学), The University of Tokyo, Coursework, 2001.03

  • 博士(経済学), The University of Tokyo, Coursework, 2008.02

 

Research Areas 【 Display / hide

  • Humanities & Social Sciences / Business administration

  • Humanities & Social Sciences / Commerce

  • Humanities & Social Sciences / Commerce (Marketing)

  • Humanities & Social Sciences / Commerce

Research Keywords 【 Display / hide

  • web marketing

  • word-of-mouth

  • personal influence

  • social network

  • インフルエンサー

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Books 【 Display / hide

  • 一からのデジタルマーケティング

    西川英彦,澁谷覚, 碩学社 , 2019.02

    Scope: 「デジタル社会のビジネスモデル」

  • 「デジタル社会のビジネスモデル」西川英彦・澁谷覚編著『一からのデジタルマーケティング』

    山本 晶, 碩学社, 2019.02,  Page: 264

    Scope: デジタル社会のビジネスモデル,  Contact page: 35-48

  • Social Media and Marketing

    Hikaru Yamamoto, 共立出版, 2017.07

    Contact page: 1226

  • 「消費者の自発的参加行動を促すメカニズムに関する考察」上田泰編著 『従業員と顧客の自発的貢献行動』

    山本 晶, 多賀出版, 2015.10

  • 「ウェブ・マーケティング」青木幸弘(編)『ケースに学ぶ マーケティング』

    山本 晶, 有斐閣, 2015.08

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Papers 【 Display / hide

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Papers, etc., Registered in KOARA 【 Display / hide

Reviews, Commentaries, etc. 【 Display / hide

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Presentations 【 Display / hide

  • 売ることを前提に買う人々:一時的所有と余剰資源の 売却行動についての一考察

    山本 晶

    第61回消費者行動研究コンファレンス, 

    2020.10

    Oral presentation (general)

  • フリマアプリにおける不正ユーザーの特定

    山本晶、杉山 仁奈、鳥海不二夫、樫田光、山口 拓真

    日本マーケティング・サイエンス学会第104回研究大会, 

    2018.12

    Oral presentation (general)

  • オンライン上の検索行動の多様化に関する研究

    山本 晶・柿原正郎

    第57回消費者行動研究コンファレンス, 

    2018.10

    Other

  • デジタルマーケティングと消費者行動の現在・過去・未来

    上間 裕二・高橋 勝也・山本 晶

    第56回消費者行動研究コンファレンス, 

    2018.05

    Symposium, workshop panel (nominated)

  • ヘルスケアとマーケティングの交差点

    山本 晶

    慶應義塾大学医学部 産学連携講演会, 

    2017.11

    Public lecture, seminar, tutorial, course, or other speech

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Research Projects of Competitive Funds, etc. 【 Display / hide

  • Research on economic interaction among consumers

    2018.04
    -
    2021.03

    MEXT,JSPS, Grant-in-Aid for Scientific Research, Grant-in-Aid for Scientific Research (C), Principal investigator

  • Understanding customer engagement behavior

    2014.04
    -
    2017.03

    MEXT,JSPS, Grant-in-Aid for Scientific Research, YAMAMOTO Hikaru, Grant-in-Aid for Scientific Research (C), Principal investigator

     View Summary

    The aim of this research to understand the mechanism of customer engagement behavior in online and offline environment. Customer engagement behavior is defined as customer’s behavioral manifestations that have a brand or firm focus, beyond purchase, resulting from motivational drivers.
    To get deeper insight into engagement behavior in online environment, we identified various components of engagement behavior and calculated engagement value of users in mobile SNS. Past research suggests that engagement value is a combination of different aspects of customer behavior. Using the dataset provided by mobile social networking site, we calculate three components of customer engagement value. Also, we identified the relationships between different components of engagement value. For the engagement behavior in offline environment, we conducted experiment in supermarket to understand the drivers to enhance engagement behavior.

  • Influence Diffusion in Real World

    2012.04
    -
    2015.03

    Osaka University, MATSUMURA NAOHIRO, YAMAMOTO Hikaru, Grant-in-Aid for Scientific Research (C), Principal investigator

     View Summary

    To reveal the mechanism of influence diffusion in real world, we first collected hundreds of cases of "shikake", a trigger for behavior change. Then we randomly selected 120 cases and deeply analyzed the mechanism from various points of view, such as engineering, design, psychology, communication, interaction, management, etc. What we found through the analysis was that a shikake was composed of physical triggers and psychological triggers. Physical triggers were composed of feedback and feedforward factors, and psychological triggers were composed of individual and social contexts. Furthermore, feedback and feedforward factors were composed of five and two elemental factors respectively, and personal and social contexts were composed of six and three elemental factors.

  • Monetary value of word-of-mouth

    2011
    -
    2013

    Seikei University, Grants-in-Aid for Scientific Research, YAMAMOTO Hikaru, Grant-in-Aid for Young Scientists (B), Principal investigator

     View Summary

    The aim of this research is to incorporate the social factor with the customer purchase database and calculate the monetary value of each customer and his or her network. In previous research, the value of the customer is often estimated using the purchase history, but the network value is neglected. In the field of computer science, the value of the network is evaluated via the network structure, but not much attention is paid to the economic aspect of each node. The contribution of the research are: understanding the effect of word-of-mouth on new customer acquisition, calculating the value of customer and his or her network in social media, and gaining insight into consumer's engagement behavior on social media.

  • The impact of personal influence on consumer purchase behavior

    2008
    -
    2010

    Seikei University, Grants-in-Aid for Scientific Research, YAMAMOTO Hikaru, Grant-in-Aid for Young Scientists (B), Principal investigator

     View Summary

    This research focused on the mechanism of personal influence in consumer purchase behavior. The topics examined are ; (1) optimal relationship between the sender and the receiver of word-of-mouth, (2) identification of "influentials" and their role, (3) bidirectional relationship between product preference and trust among consumers, (4) conditions under which the personal influence occurs, and (5) the monetary value of personal influence.

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Awards 【 Display / hide

  • マーケティングジャーナル2021 / ベストペーパー賞

    山本晶, 2021.10, 日本マーケティング学会, 二次流通市場が一次流通市場における購買に及ぼす影響

  • 日本マーケティング学会 マーケティングジャーナル2017 / ベストペーパー賞

    山本 晶,松村真宏, 2017.10, 日本マーケティング学会, 顧客のエンゲージメント価値の測定

    Type of Award: Award from Japanese society, conference, symposium, etc.

  • マーケティングジャーナル2017 / ベストペーパー賞

    山本 晶, 松村 真宏, 2017.10, 日本マーケティング学会, 顧客のエンゲージメント価値の測定

    Type of Award: Honored in official journal of a scientific society, scientific journal

  • JACS-SPSS論文プロポーザル賞優秀賞

    2003.11, 日本消費者行動研究学会

  • JACS-SPSS論文プロポーザル賞 優秀賞

    山本晶, 2003.11, 日本消費者行動研究学会

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Courses Taught 【 Display / hide

  • SEMINAR IN MARKETING

    2022

  • RESEARCH SEMINAR IN MARKETING

    2022

  • MARKETING IN JAPAN

    2022

  • MARKETING (EMBA)

    2022

  • MARKET STRATEGY

    2022

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Courses Previously Taught 【 Display / hide

  • 市場戦略特論

    慶應義塾大学経営管理研究科

    2018.09
    -
    Present

    Postgraduate

 

Media Coverage 【 Display / hide

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Committee Experiences 【 Display / hide

  • 2022.04
    -
    Present

    学会誌編集委員, 日本マーケティング・サイエンス学会

  • 2021.04
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    2022.03

    マーケティングジャーナル副編集長

  • 2019.04
    -
    Present

    常任理事, 日本マーケティング学会

  • 2019.04
    -
    Present

    常任理事, 日本マーケティング学会

  • 2019.04
    -
    Present

    幹事, 日本商業学会 関東部会

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