Empirical study on trade-off between reach and behavior intention formation in social media

2017 Fiscal Year Final Research Report

• Project/Area Number: 26285099
• Research Category: Grant-in-Aid for Scientific Research (B)
• Allocation Type: Partial Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Kobe University
• Principal Investigator: KURIKI Kei 神戸大学, 経営学研究科, 教授 (90294397)
• Co-Investigator(Kenkyū-buntansha): 西川 英彦 法政大学, 経営学部, 教授 (10411208) ; 水越 康介 首都大学東京, 社会科学研究科, 准教授 (60404951)
• Project Period (FY): 2014-04-01 – 2018-03-31
• Keywords: マーケティング・コミュニケーション / ソーシャルメディア / デジタル・ディスラプション / 行動意図形成

Outline of Final Research Achievements

In this research, while considering the difference in the use environment of the Internet and the culture worldwide, we elucidated the generation of a new business model and in several digital disruptions influenced by digital communication such as social media and so on. For that purpose, we conducted literature survey, interview survey and field experiment.

Free Research Field

マーケティング