2021 Fiscal Year Final Research Report
The Impact of Identity and Empathy on Consumer Behavior in Digital Media
| Project/Area Number |
18K01901
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Review Section |
Basic Section 07090:Commerce-related
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| Research Institution | Kindai University |
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Principal Investigator |
Tamaki Satoru 近畿大学, 経営学部, 准教授 (40434849)
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| Co-Investigator(Kenkyū-buntansha) |
若林 靖永 京都大学, 経営管理研究部, 教授 (70240447)
堀川 宣和 星城大学, 経営学部, 講師 (20761604)
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| Project Period (FY) |
2018-04-01 – 2022-03-31
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| Keywords | アイデンティティ / SNS / 画像投稿 / 共感 / 内容分析 / リアクション |
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| Outline of Final Research Achievements |
This study attempts to elucidate consumer communication in SNS from the perspectives of identity and empathy. Likes, which are reactions that have the meaning of empathy and identity endorsement in SNS, were highlighted, and their facilitating factors were empirically elucidated. This study developed a method to extract posts on specific themes by applying deep learning to actual SNS posts retrieved from Twitter. Furthermore, methods for quantifying text content using LIWC2015 and for extracting and quantifying the meaning of images by applying object detection and topic modeling were developed. These methods were applied to the content analysis of SNS posts. Content analysis of tweets revealed that image posts narrating travel episodes encourage readers to click likes on the posts. The results of this study elucidate that the episodic nature of the posts is one of the factors that encourage likes as an empathy of readers and an endorsement of the identity of the posters in SNS.
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| Free Research Field |
マーケティング，消費者行動論
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| Academic Significance and Societal Importance of the Research Achievements |
本研究は，消費者の画像や1クリックでのリアクションという現代的な消費者の情報発信を解明をした点に本研究の学術的意義がある。またSNS上のリアクションを通じた関係の解明は近年のマーケティングや社会課題の解決に向けた市民行動の促進という社会的意義をもつ。さらに，自己表現や個性化，価値観や感情の共有が今日の消費の動因となる中で，本研究はSNSでの多様な表現手法を用いた自己表現とリアクションがその自己表現の支持となることを提示した。また本研究は，大規模なSNSデータに対して，機械学習・深層学習を用いて消費者行動を解明したという点でも学術的・社会的意義をもつものである。
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