Recommend items to each person
Social Media Marketing
A marketing strategy of mainstream in the past was mass marketing, which considers how to make average consumers buy a target item. Traditional advertising has been provided in commercial content such as television and magazines. In recent years, however, with the spread of smart phones and social media, one-to-one marketing based on the activity history of individual users has become popular, and advertising has also intervened in people’s communication channels.
Our laboratory is trying to clarify how users perceive advertising and word of mouth and change their behavior after seeing them in the Web and social media. For example, we’re trying to figure out what kinds of marketing campaigns there are on the web, which users are more likely to be influenced by Instagramers, who are the most trusted by users among organizations, celebrities, and Instagramers, and what are the most likely explanations that lead to acceptance of product recommendations.
Understand people’s activities
Social Media Analysis
Along with the spread of smart phones and the popularization of social media, not only the cyber space activities but also the real-world activities of people are being recorded on computer. In the traditional social science, researchers have analyzed the small size of data on people’s activities by conducting a paper-based questionnaire survey on small number of people. However, currently, we can conduct a large-scale analysis on people’s activity logs on social media for clarifying the peoples’ behavioral pattern and psychological features.
Our laboratory have tried to clarify people’s behaviors and minds like whether people are becoming to feel envy due to social media use, how much users expose their privacy information on social media, and what kind of users use social media for long time. These findings can be used when designing a new Web service or a new smart phone application.
Create future communication environment
With the spread of ICT, communication environment in the real-world, especially office is changing drastically. Companies are abolishing morning meeting in the morning and introducing light communication tools like social media for business communication. People will be able to work according to personal living and home environments. Furthermore, some companies abondan vertical organization structure and introduce tools in which workers can evaluate other worker’s performance each other.
Our laboratory targets this kind of new communication environments and evaluation tools in the real-world. We are studying how people behave in these environment, what kind of psychological features drive people to a specific action, what we should do for maximizing business performance as the whole company.