My research focuses on understanding the transformation of modern consumer behavior and exploring more effective marketing strategies. In particular, I examine alternative approaches to traditional mass marketing, such as user-generated content (UGC) emerging from social media platforms and data-driven shopper marketing that leverages behavioral logs and psychological insights.

Regarding UGC, my interest extends beyond assessing its marketing effectiveness. I approach the topic from the perspectives of economics and industrial organization to analyze how the creation and acceptance of UGC have reshaped industry structures. For instance, I investigate how the popularity of gameplay videos on video-sharing platforms has influenced the sales of game software and prompted changes in licensing strategies among game developers.

In the field of shopper marketing, my work bridges academic inquiry and practical application. I conduct research and analysis in collaboration with businesses, using real-world ID-POS data to explore marketing strategies that go beyond surface-level consumer attributes. Rather than relying solely on conventional category or customer segmentation, I focus on the underlying lifestyle patterns and value systems of consumers. My goal is to design marketing strategies that offer more authentic and personalized value based on a deeper understanding of individual consumer behavior.

Major Works

Research Paper (First author)