論文 - 山本　晶

Should I keep it or sell it? The effect of emotional attachment on consumers’ selling behavior in the consumer-to-consumer marketplace

Hikaru Yamamoto

Global Marketing Conference Proceedings    408 - 412 2023年07月

単著, 筆頭著者

デジタル環境下の情報探索行動の類型化

山本 晶, 柿原 正郎

経営情報学会誌 31 （ 3 ） 111 - 130 2022年12月

単著, 筆頭著者, 責任著者, 査読有り

• Access to Document (DOI)

一時的所有行動に関する概念的検討

山本晶

マーケティングジャーナル （Japan Marketing Academy）  41 （ 2 ） 7 - 18 2021年09月

単著, 筆頭著者, 査読有り,  ISSN  0389-7265

• Access to Document (DOI)

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

山本晶

マーケティングジャーナル （Japan Marketing Academy）  40 （ 2 ） 29 - 41 2020年09月

単著, 査読有り,  ISSN  0389-7265

• Access to Document (DOI)

Angels or demons? Classifying desirable heavy users and undesirable power sellers in online C2C marketplace

Hikaru Yamamoto, Nina Sugiyama, Fujio Toriumi, Hikaru Kashida, Takuma Yamaguchi

Journal of Computational Social Science （Springer Science and Business Media LLC）  2 （ 2 ） 315 - 329 2019年07月

単著, 筆頭著者, 査読有り,  ISSN  2432-2717

• Access to Document (DOI)

デジタルメディア環境下のC2Cインタラクション―研究動向の概観と展望

水野 誠, 大西 浩志, 澁谷 覚, 山本 晶

マーケティングサイエンス 26 （ 1 ） 7 - 39 2019年06月

単著, 査読有り

Proactive or Reactive? Platform Governance Strategy in C2C Marketplace

Yamamoto, Hikaru, Ohshima, Hiroumi

Proc. PACIS 2017 116 2017年07月

研究論文（学術雑誌）, 単著, 査読有り

顧客のエンゲージメント価値の測定

山本 晶

季刊マーケティングジャーナル 36 （ 4 ） 2 - 19 2017年03月

研究論文（学術雑誌）, 共著, 査読有り

Enhancing engagement behavior using Shikake

Hikaru Yamamoto

AI & SOCIETY （Springer London）  30 （ 4 ） 519 - 525 2015年11月

研究論文（学術雑誌）, 単著, 査読有り,  ISSN  0951-5666

　概要を見る

<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>

• Access to Document (DOI)

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

山本 晶

季刊マーケティングジャーナル （日本マーケティング協会）  34 （ ２ ） 34 - 46 2014年09月

研究論文（学術雑誌）, 単著, 査読有り,  ISSN  0389-7265

The Popularity of Online Contents

Yamamoto, Hikaru and Matsumura, Naohiro

Proc. 2014 Global Marketing Conference at Singapore    1059 - 1071 2014年07月

研究論文（学術雑誌）, 単著, 査読有り

マーケティングと仕掛学(<特集>仕掛学)

山本 晶, Hikaru Yamamoto

人工知能学会誌 = Journal of Japanese Society for Artificial Intelligence （人工知能学会）  28 （ 4 ） 601 - 606 2013年07月

研究論文（学術雑誌）, 単著, 査読有り,  ISSN  09128085

Shikakeology and Marketing

Yamamoto, Hikaru

Proc. AAAI 2013 Spring Symposium on Shikakeology: Designing Triggers for Behavior Change    101 - 106 2013年03月

研究論文（国際会議プロシーディングス）, 単著, 査読有り

　概要を見る

<p>The aim of this paper is to provide a deeper understanding of Shikake through the lens of marketing. "The aim of marketing is to make selling superfluous" is a famous quote by Peter Drucker. Its key message is that marketing is not an effort to control or force consumers to purchase products or services, but an activity to create a situation where consumers engage in consumer behavior spontaneously. The core essence of Shikakeology is a spontaneous behavior change, and it is fair to assume that marketing and Shikakeology share a fundamental philosophy. This paper defines the key concepts in the intersection of marketing and Shikakeology and attempts to classify Shikakes in the field of marketing in accordance with participants' motivation and consciousness. Different types of consumer participation are described in case studies. Finally, attempts are made to reveal the key to success of a Shikake in the field of marketing and discuss future research opportunities.</p>

The Effect of Earned and Paid Media on Customer Acquisition

Yamamoto, Hikaru, Matsumura, Naohiro

Proc. 2012 Global Marketing Conference at Seoul    1034 - 1052 2012年07月

研究論文（学術雑誌）, 単著, 査読有り

「知覚認知率がクチコミ受信意向と購買に与える影響」

山本晶・西田悟史・森岡慎司・山川茂孝

『マーケティング・サイエンス』 （日本マーケティング・サイエンス学会）  19 （ 1 ） 73 - 89 2011年12月

研究論文（学術雑誌）, 単著, 査読有り

Marketing Ecosystem: The Dynamics of Twitter, TV Advertising, and Customer Acquisition

Yamamoto, Hikaru and Matsumura, Naohiro

Proc. 3rd Workshop Social Mobile Web (SMW 2011), In conjunction with ICWSM 2011    45 - 52 2011年07月

研究論文（国際会議プロシーディングス）, 共著, 査読有り

　概要を見る

<p>Social media, especially the micro-blogging network Twitter, have gained much popularity among users and have thus attracted attention from firms. Social media can serve as advertising media and platforms of online word-of-mouth, because they enable consumers to share their consumption experiences with others easily. When firms advertise their products and services, they usually do not rely on one single medium. Instead, they combine various media to promote their products and services. Recently, they have started to include social media. The aim of this paper is to capture the dynamic relationships among TV advertising, tweets, offline word-of-mouth, and customer acquisition. We call these dynamics the "marketing ecosystem" and attempt to investigate this model. To achieve this goal, this paper employs a structural equation approach, which allows developing a more complete and accurate picture of the inter-relationships among constructs. We incorporate both the direct effects and the indirect effects of traditional marketing actions such as TV advertising, which in turn increase tweets and new customer acquisition. The results of our analysis show that TV advertising increases buzz on social media and offline word-of-mouth. The results also show that TV advertising, offline-word-of-mouth, and tweets have a strong impact on customer acquisition.</p>

ブログ空間におけるインフルエンサーおよび消費者インサイトの発見

山本 晶

季刊マーケティングジャーナル （日本マーケティング協会）  30 （ 3 ） 82 - 94 2011年01月

研究論文（学術雑誌）, 共著, 査読有り,  ISSN  0389-7265

The Effect of Relational Context on Personal Influence

Yamamoto,Hikaru and Matsumura, Naohiro

Proc. Workshop on Social Behavioral Analysis and Behavioral Change (SBABC2011), The Third IEEE International Conference on Social Computing (SocialCom2011)    1480 - 1485 2011年

研究論文（国際会議プロシーディングス）, 共著, 査読有り

　概要を見る

<p>Previous research on personal influence has focused on the sender, such as influencers or opinion leaders. This paper focuses on the context of personal influence i.e., social relationship between senders and receivers, and attempts to identify the optimal relational context for information cascade. The results of empirical analysis using both offline survey data and online blogosphere data provide evidence of optimal heterophily between the two; i.e., the receiver wants to receive information from someone slightly more knowledgeable, not from a distant expert. The context of personal influence is also examined in terms of the stage of hierarchical consumer behavior and sentiment. Finally, the patterns of influence are presented to depict the diffusion process. This analysis of relational context and the patterns of influence suggest that many grassroots influentials, rather than a few super influentials, play a central role in information cascade.</p>

• Access to Document (DOI)

Monetary Value of Customer Networks in Mobile Social Networking Services

Matsumura, Naohiro and Yamamoto, Hikaru

Proc. International Conference on Weblogs and Social Media (ICWSM2010)    287 - 290 2010年05月

研究論文（国際会議プロシーディングス）, 共著, 査読有り

　概要を見る

<p>Mobile Social Networking Services (SNS) are an emerging trend in which individuals of similar interests communicate with one another using mobile phones. In this paper, we calculate the monetary value of customers and their networks in mobile SNS using the official data provided by a service provider. The mobile SNS enable users to create their avatars to communicate with each other via blog comments and communities. The company sells various items for these avatars such as apparel and interiors. This service generates consumer purchase history data and user network data. 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 aim of this paper is to incorporate the social factor with the customer purchase database and calculate the monetary value of each customer and his or her network. The results of empirical analysis show that our approach is useful in finding valuable customers for marketing activities and outperforms conventional metrics such as degree centrality.</p>

Webマーケティング(<特集>Web技術,ビジネスモデルとAI)

山本 晶, Hikaru Yamamoto

人工知能学会誌 = Journal of Japanese Society for Artificial Intelligence （人工知能学会）  24 （ 4 ） 486 - 493 2009年07月

研究論文（学術雑誌）, 単著, 査読有り,  ISSN  09128085