Yamamoto Hikaru

写真a

Affiliation

Graduate School of Business Administration （Hiyoshi）

Position

Associate Professor
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Career 【 Display / hide 】

  • 2004.04
    -
    2005.03

    東京大学大学院, 経済学研究科, 助手

  • 2005.04
    -
    2008.03

    成蹊大学, 経済学部, 講師

  • 2008.04
    -
    2014.03

    成蹊大学, 経済学部, 准教授

  • 2014.04
    -
    Present

    慶應義塾大学, 経営管理研究科, 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

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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

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Research Areas 【 Display / hide 】

  • Humanities & Social Sciences / Business administration

  • Humanities & Social Sciences / Commerce

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Research Keywords 【 Display / hide 】

  • マーケティング、消費者行動

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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」

  • 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

  • キーパーソン・マーケティング: なぜ、あの人のクチコミは影響力があるのか

    YAMAMOTO HIKARU, 東洋経済新報社, 2014.04,  Page： 224

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Papers 【 Display / hide 】

  • Proactive or Reactive? Platform Governance Strategy in C2C Marketplace

    Yamamoto, Hikaru, Ohshima, Hiroumi

    Proc. PACIS 2017 116 2017.07

    Research paper (scientific journal), Single Work, Accepted

  • 顧客のエンゲージメント価値の測定

    YAMAMOTO HIKARU

    季刊マーケティングジャーナル 36 （ 4 ） 2 - 19 2017.03

    Research paper (scientific journal), Joint Work, Accepted

  • Enhancing engagement behavior using Shikake

    Yamamoto Hikaru

    AI and Society 30 （ 4 ） 519 - 525 2015.11

    Research paper (scientific journal), Single Work, Accepted,  ISSN  0951-5666

    　View Summary

    <p>Marketing communication has recently become increasingly interactive due to the widespread use of social media and requires wider participation by consumers. One method that facilitates this interaction is Shikake, which is defined as a trigger for behavior change. The aim of this paper is to demonstrate the effectiveness of Shikake with respect to enhancing customer engagement behavior, which is defined as customers’ behavioral manifestations that have a brand or firm focus, beyond purchase, resulting from motivational drivers. This paper introduces various approaches that can be used to trigger customer engagement behavior, such as brand relationships, behavioral economics, and human–computer interaction, emphasizes the power of design framing and triggers, and attempts to classify Shikake in the field of marketing according to participants’ motivation and consciousness. Finally, the paper attempts to reveal Shikake’s key success factor in the field of marketing and discusses future research opportunities.</p>

  • インターネット上の行動履歴データとインフルエンサー

    YAMAMOTO HIKARU

    季刊マーケティングジャーナル 34 （ ２ ） 34 - 46 2014.09

    Research paper (scientific journal), Single Work, Accepted

  • The Popularity of Online Contents

    Yamamoto, Hikaru and Matsumura, Naohiro

    Proc. 2014 Global Marketing Conference at Singapore    1059 - 1071 2014.07

    Research paper (scientific journal), Single Work, Accepted

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

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Reviews, Commentaries, etc. 【 Display / hide 】

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Presentations 【 Display / hide 】

  • 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

  • Proactive or Reactive? Platform Governance Strategy in C2C Marketplace

    Yamamoto, Hikaru, Ohshima, Hiroumi

    PACIS 2017, 

    2017.07
    , 

    Poster presentation

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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, 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, 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 】

  • 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.

  • 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

  • 研究奨励賞受賞

    2001.12, 日本マーケティング・サイエンス学会

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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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Committee Experiences 【 Display / hide 】

  • 2019.04
    -
    Present

    常任理事, 日本マーケティング学会

  • 2017.07
    -
    Present

    NEDO技術委員, 国立研究開発法人新エネルギー・産業技術総合開発機構

  • 2017.06
    -
    Present

    研究委員, 日本マーケティング・サイエンス学会

  • 2017.04
    -
    Present

    国際企画委員, 日本商業学会

  • 2017.04
    -
    2019.03

    理事, 日本マーケティング学会

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