著者

Yufu Kuwashima

出版者

Global Business Research Center

雑誌

Annals of Business Administrative Science (ISSN:13474464)

巻号頁・発行日

vol.17, no.1, pp.23-30, 2018-02-15 (Released:2018-02-15)

参考文献数

10

被引用文献数

2

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With cosmetics, one cannot determine at a glance exactly what product a person is using. This paper analyzes the impact of a consumer network on cosmetics, which are goods that are not conspicuous. Comments in word-of-mouth websites for cosmetics is used as a proxy variable for purchasing behavior, and the relationship between a consumer network and purchasing behavior in a social network is analyzed. In cosmetics, which are not conspicuous, this paper has confirmed that consumers exhibit the same purchasing behavior as when they are in a relationship with structural equivalence within a network and not just in relationships with cohesion.

著者

Yufu Kuwashima

出版者

Global Business Research Center

雑誌

Annals of Business Administrative Science (ISSN:13474464)

巻号頁・発行日

vol.18, no.5, pp.183-194, 2019-10-15 (Released:2019-10-15)

参考文献数

21

被引用文献数

1

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There are fundamental differences between research into WOM (word-of-mouth), in which communication occurs face-to-face, and one into eWOM (electric word-of-mouth), which occurs over the Internet between strangers. In specifically looking at motivational factors, this study reveals significant differences in that while traditional WOM studies mainly discuss recipient motives, eWOM studies (a) mainly discuss sender motives and (b) permit the inclusion of economic motives.

著者

Yufu Kuwashima

出版者

Global Business Research Center

雑誌

Annals of Business Administrative Science (ISSN:13474464)

巻号頁・発行日

pp.0181009a, (Released:2018-11-15)

参考文献数

9

被引用文献数

3

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Watts and Dodds (2007) showed that in a simulation, supporters of opinion leaders have larger influence than opinion leaders themselves. In this paper, a case analysis was done of an anonymous housewife who created a network and acquired supporters on a social network and then started an apparel brand. The analysis revealed that influence strengthens by having both (a) a network centered around an opinion leader and (b) a complete network with six hardcore fans acting as supporters.

著者

Yufu KUWASHIMA

出版者

グローバルビジネスリサーチセンター・東京大学MERC

雑誌

Annals of Business Administrative Science (ISSN:13474464)

巻号頁・発行日

vol.15, no.1, pp.1-14, 2016-02-15 (Released:2016-02-15)

参考文献数

14

被引用文献数

6

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Existing studies have shown that highly conspicuous brands are strongly impacted by word of mouth. Bandwagon and snob effects are opposite; however, existing studies have not shown the conditions under which these opposite effects occur. If we assume that they work simultaneously, they would negate each other and become meaningless. Thus, this paper surveys brand-name goods sold in duty free shops and personal networks constituting friends and acquaintances. Results of this social network analysis reveal that people owning many of the same items have no relation with cohesion but have a relation with structural equivalence (SE). In other words, considering the characteristics of a consumer network, (a) the snob effect operates under conditions of cohesion while (b) the bandwagon effect operates under conditions of SE.