Faculty Database - Mizuno Makoto

■ Books and Papers

1.	2023/06	Article	Seeding Strategies in Influencer Marketing that Accounts for Heterogeneity of Receivers and Senders Journal of Marketing Science pp.9-32 (Collaboration)
2.	2022/12	Article	Consumer Panic Buying: Understanding the behavioral and psychological aspects International Journal of Marketing & Distribution 5(2),pp.17-35 (Collaboration)
3.	2022/10	Article	An Empirical Study of Scarcity Marketing Strategies: Limited-time products with umbrella branding in the beer market Journal of the Academy of Marketing Science 51(6),pp.1327-1350 (Collaboration)
4.	2021/01	Article	Untangling the Complexity of Market Competition in Consumer Goods – A Complex Hilbert PCA Analysis PLOS ONE 16(2) (Collaboration)
5.	2020/08	Article	Constructing the Customer Journey Map of Competitive Brands: A Complex Time-series Analysis RIETI Discussion Paper Series (Collaboration)
6.	2017/07	Article	The Age of Consumer-Generated Ads: An Approach of Agent-Based Modeling pp.473-480 (Single)
7.	2016/08	Book	Management Science of Enthusiasm for Professional Baseball; Psychology of Funs and Sports Business (Collaboration)
8.	2016/06	Article	Will Marketers' Dream on Big Data Come True? - A Viewpoint of Top-Down Thinking vs. Bottom-Up Thinking pp.35-46 (Single)
9.	2014/11	Article	Does Enhanced Features Improves Consumer Preference? - Analyzing the Relationship between Perceptional Positioning, Technical Features and Attitude of Purchase Akamon Management Review 13(11),pp.415-442 (Collaboration)
10.	2014/09	Article	How Marketing Evolves? - Viewpoint from a Conflict between Top-Down and Bottom-Up Thinkings AD STUDIES 49,pp.23-27 (Single)
11.	2014/06	Book	Marketing Evolution: Thinking of Creative Market+ing (Single)
12.	2014/06	Article	How Consumer-Generated Advertising Works: An Empirical Agent-Based Simulation Advances in Computational Social Science, The 4th World Congress (Shu-Heng Chen, Takao Terano, Ryuichi Yamamoto, Chung-Ching Tai eds.) pp.17-30 (Single)
13.	2012/04	Article	Analysis of the Relationship between Advertisers and Advertising Agencies in the Global Market Handbook of Research on International Advertising (Shintaro Okazaki ed.) pp.497-517 (Collaboration)
14.	2010/09	Article	The Effects of Valence of Word-of-Mouth and Its Propagation by Non-Adopters on New Product Diffusion: An Agent-based Approach Proceedings of the Third World Congress on Social Simulation (WCSS10) (Single)
15.	2009/11	Article	Complexity in Marketing and Consumer Behavior: A Brief Review for Future Research Opportunities Proceedings of the 9th Asia-Pacific Complex Systems Conference (Complex’09) pp.188-194 (Single)
16.	2008/04	Article	Optimal Threshold Analysis of Segmentation Methods for Identifying Target Customers European Journal of Operational Research 186(1),pp.358-379 (Collaboration)
17.	2007	Article	Emergence of the Leader-Follower Structure among Consumers: What type of consumers would be the most influential in the marketplace? Advancing Social Simulation: The First World Congress pp.117-128
18.	2006	Article	Assessing the Short-term Causal Effect of TV Advertising via the Propensity Score Method University of Tsukuba, Department of Social Systems and Management, Discussion Paper Series 1162 (Collaboration)
19.	2006	Article	Emergence of the Leader-Follower Structure among Consumers: What type of consumers would be most influential in the marketplace? Proceedings of the First World Congress on Social Simulation 1,pp.191-198 (Collaboration)
20.	2005	Article	Optimal Threshold Analysis of segmentation Methods for Identifying Target Customers Department of Social Systems and Management Discussion Paper Series (1136) (Collaboration)
21.	2003	Article	Chance Discovery for Consumers Chance Discovery (Yukio Ohsawa, Peter McBurney eds.) pp.367-382 (Collaboration)
22.	2003	Article	Interacting TV Viewers: A Case of Empirical Agent-based Modeling and Simulation for Business Applications Advances in Complex Sciences 6(3),pp.1-13 (Collaboration)
23.	2002	Article	Toward a Chance Discovery-Oriented Recommender System: A Prototype The Netherlands: IOS PressKnowledge-Based Intelligent Information Engineering Systems and Allied Technologies (KSE2002) pp.1276-1280 (Collaboration)
24.	2001	Article	The Effects of the Interactivity of On-line Shopping on Consumer Behavior Abridged Proceedings of the 9th International Conference on Human-Computer Interaction pp.10-12 (Single)
25.	1997	Article	Conjoint Analysis of Consumer Preferences in Cyber Space Proceedings of the 7th International Conference on Human-Computer Interaction 2,pp.475-478 (Single)
26.	1990	Article	Does Advertising Mislead Consumers to Buy Low-Quality Products? International Journal of Industrial Organization 8,pp.545-558 (Collaboration)
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■ Conference Presentations

1.	2023/10/26	When Hub Seeding Works in Influencer Marketing (The 8th International Workshop on Application of Big Data for Computational Social Science)
2.	2023/07/19	Do People Signal Their Socioeconomic Status on Social Media?—An Analysis of “Conspicuous Tweeting” by Machine Learning (9th International Conference on Computational Social Science (IC2S2))
3.	2019/09/03	Creativity, Culture and Consumer Behavior in Japan: A Marketer's Perspective (AEDEM　International Conference)
4.	2019/06/21	The Role of Innovators in Consumer Packaged Goods Markets (INFORMS Marketing Science Conference)
5.	2018/06/16	Empirical Generalization on Failures of New Product Diffusion in Packaged Goods Markets (INFORMS Marketing Science Conference)
6.	2017/06/09	Uncovering Latent Consumption/Purchase Occasions from Observational Data on Brand and Quantity Choices (INFORMS Marketing Science Conference)
7.	2017/05/19	Creative-Class Consumers: The Effects of Newly-Defined Social Class on Consumer Behavior (SCP-JACS Collaborative Conference)
8.	2016/06/17	When and How do Firms Benefit from Limited-time Products? (INFORMS Marketing Science Conference)
9.	2015/12/10	Simulating C2C Interaction in a B2B Financial Service Business by Empirical Agent-Based Modeling (9th EAI International Conference on Bio-inspired Information and Communications Technologies (BICT2015))
10.	2015/11/13	When Seeding Works in Social Media Marketing: A Hybrid Approach of Empirical Analyses and Simulation (Complexity in Business Conference)
11.	2015/07/10	Quantifying the Impact of Contagion of Customer (Dis-) Satisfaction: An Agent-Based Approach for a B2B Financial Service (The 24th Annual Frontiers in Service Conference)
12.	2015/07/07	The Moment When Every Stakeholder Becomes Happier: A Case of a Regional B2B Financial Service (The 3rd International Conference of Serviceology (ICServ2015))
13.	2015/06/18	Quantifying the Impact of WOM Contagion over the Twitter: Is the Influencer-Seeding Strategy Effective? (INFORMS Marketing Science Conference)
14.	2014/10/31	Empirical Agent-Based Modeling for Customer Portfolio Management: A Case of a Regional B2B Financial Service in Japan (Complexity in Business Conference)
15.	2014/09/02	Simulating Value Co-Creation in B2B Financial Service: An Application of Empirical Agent-Based Modeling (Social Simulation Conference)
16.	2014/06/12	Analyzing Influence Contagion among Twitter Users: Do a Few Influencers Really Exist? (INFORMS Marketing Science Conference)
17.	2013/07/12	Detecting Influential Consumers in the Twitter Network: A Case of WOM on iPhone (INFORMS Marketing Science Conference)
18.	2012/09/05	How Consumer-Generated Advertising Works: Empirical Agent-Based Simulation (,The Fourth World Congress on Social Simulation)
19.	2012/06/09	Affiliate Program as Consumer-generated Advertising Media (INFORMS Marketing Science Conference)
20.	2011/09/15	Bivalent Opinion Dynamics in New Product Diffusion (SICE Annual Conference 2011)
21.	2011/06/24	On the Demand Side of the Long Tail: An Empirical Study (International Conference on Economic Science with Heterogeneous Interacting Agents 2011 (ESHIA/WEHIA 2011))
22.	2010/09/09	The Effects of Valence of Word-of-Mouth and Its Propagation by Non-Adopters on New Product Diffusion: An Agent-based Approach (The Third World Congress on Social Simulation (WCSS10))
23.	2010/06/18	Dynamic Interactions Between WOM and Preference Formation: A Case of Diffusion of a Really New Product (Marketing Science Conference)
24.	2009/11/07	Complexity in Marketing and Consumer Behavior: A Brief Review for Future Research Opportunities (Complex’09) (the 9th Asia-Pacific Complex Systems Conference)
25.	2008/06/20	When Word-Of Mouth Marketing Works: Simulating Consumers on Complex Networks (Annual Workshop on Economic Heterogeneous Interacting Agents 2008 (ESHIA/WEHIA 2008))
26.	2006/08/23	Emergence of the Leader-Follower Structure among Consumers: What type of consumers would be most influential in the marketplace? (The First World Congress on Social Simulation (WCSS06))
27.	2005/06/17	Assessing Short-term Effectiveness of TV Advertising via the Propensity Score (Marketing Science Conference)
28.	2004/12/01	Does Heterogeneity Change with Usage Experience? - A HB Analysis on Sensory Data (International Conference on Recent Development of Statistical Modeling in Marketing)
29.	2004/06/06	Cost-Benefit Analysis of Several Hard-Segmentation methods for Identifying Target Customers (Marketing Science Conference)
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■ Academic Qualifications

1.	1976/04～1980/03	Economics, 1st Cluster, College of Social Sciences, University of Tsukuba, Graduated, BA in Social Science
2.	1983/04～1985/03	〔Master Course〕, Graduate School, Division of Business Administration and Economic Policy, University of Tsukuba, Completed, Master of economics
3.	1996/04～2000/03	〔Doctorial Course〕, Graduate School, Division of Economics, The University of Tokyo, Accomplished credits for doctoral program,
4.	2003/03/14 Degree Acquisition	The University of Tokyo, Ph.D in Economics

■ Major Subjects

Creative Marketing A, B

■ Academic Associations Membership

1.	1987/04～	Japan Institute of Marketing Science
2.	1992/11～2020/03	Japan Association of Consumer Studies
3.	1997/04～	Japan Association for Evolutionary Economics
4.	2012/05～	Japan Marketing Academy
5.		American Marketing Association
6.		INFORMS
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■ researchmap Researcher Code

5000049826

■ Research Topics, Consignment Studies & KAKENHI Researches

1.	2014/04～2015/03	How "Stars" Affect the Relationship with Brands: A Case Study of Professional Baseball in Japan (Key Word : )
2.	2013/04～2016/03	Consumer Behavior with Focus on Creativity and Tastes (Key Word : )
3.	2010/04～2013/03	CRM Methods Accounting for Dynamics of Customer Behaviors (Key Word : )
4.	2010/04～2012/03	Media Characteristics and Effectiveness of Affiliate Advertising (Key Word : )
5.	2007/04～2010/03	Inter-Consumer Interactions and Dynamic Change of Preference (Key Word : )
6.	2004/04～2007/03	Formation and Change of Consumer Preference (Key Word : )
7.	2003～2005	Formation and Change of Consumer Preference (Key Word : Consumer Preference)
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■ Web Sites

http://www.kisc.meiji.ac.jp/~makoto/

■ Current Specialized Field

Commerce