{"id":575,"date":"2025-04-04T14:32:42","date_gmt":"2025-04-04T05:32:42","guid":{"rendered":"https:\/\/www.glocom.ac.jp\/en\/?post_type=researcher&#038;p=575"},"modified":"2025-04-18T09:37:50","modified_gmt":"2025-04-18T00:37:50","slug":"575","status":"publish","type":"researcher","link":"https:\/\/www.glocom.ac.jp\/en\/researcher\/575","title":{"rendered":"Hidetaka Oshima"},"content":{"rendered":"<p>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.<\/p>\n<p>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.<\/p>\n<p>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.<\/p>\n<h2>Major Works<\/h2>\n<h3>Research Paper (First author)<\/h3>\n<div class=\"fellow_achievement\">\n<ul>\n<li>Oshima, H., Yamaguchi, S. The impact of user-generated content authorization on demand in the game industry. SN Bus Econ 3, 191 (2023).<\/li>\n<\/ul>\n<h3>Research Paper (Co-authored)<\/h3>\n<div class=\"fellow_achievement\">\n<ul>\n<li>Yamaguchi, S., &#038; Oshima, H. (2024). Analysis of the Relationship Between Residential Environment and Multifaceted Well-Being. International Journal of Community Well-Being, 1-23.<\/li>\n<li>Yamaguchi, S., Oshima, H., Tanabe, S., &#038; Yamaguchi, H. (2024). Unveiling Risk Factors Influencing the Selection of the Northern Sea Route: A Conjoint Analysis Approach for Japanese Shippers. Available at SSRN 4847097.<\/li>\n<li>Yamaguchi, S., Oshima, H., Kobayashi, N., Saso, H., Iyanaga, K., Ohashi, K., &#038; Ogasawara, Y. (2024). Effect of intrasquad communication and atmosphere on team creativity. SN Business &#038; Economics, 4(3), 29.<\/li>\n<li>Yamaguchi, S., Sakaguchi, H., Iyanaga, K., Oshima, H., &#038; Tanaka, T. (2023). The impact of licensed and unlicensed free goods: an empirical analysis of music, video, and book industries in Japan. SN Bus Econ 3, 65.<\/li>\n<li>Tanihara, T., Yamaguchi, S., Watanabe, T., &#038; Oshima, H. (2022). Effects of corrections on COVID-19-related misinformation: cross-media empirical analyses in Japan. International Journal of Web Based Communities, 18(1), 41-63. <\/li>\n<li>Yamaguchi, S., Oshima, H., Saso, H., &#038; Aoki, S. (2020). How do people value data utilization?: An empirical analysis using contingent valuation method in Japan. Technology in Society, 62, 101285.<\/li>\n<\/ul>\n<h2>Educational Background<\/h2>\n<p class=\"fellow_education\">April 2013 &#8211; March 2017 Department of Economics, Keio University<br \/>\nApril 2019 &#8211; March 2022 Master, Graduate School of Economics, Keio University\n<\/p>\n<\/div>\n<h2>Career<\/h2>\n<p class=\"fellow_education\">Jun 2019 &#8211; Mar 2022\u3000Research Assistant, Center for Global Communications (GLOCOM)<br \/>\nApr 2022 &#8211; Mar 2025\u3000Visiting Research Fellow, GLOCOM<br \/>\nApr 2025 &#8211; Present\u3000Research Fellow, GLOCOM<br \/>\nApr 2017 &#8211; Mar 2019\u3000Corporate Sales, Sumitomo Mitsui Banking Corporation<br \/>\nJun 2019 &#8211; Present\u3000Marketing Department, Trial Company, Inc.<br \/>\nApr 2022 &#8211; Present\u3000Chief Technology Officer, Integrity, Inc.<br \/>\nDec 2022 &#8211; Mar 2024\u3000Marketing Researcher, Hakuhodo Inc.\n<\/p>\n<\/div>\n","protected":false},"featured_media":585,"template":"","resercher_tax":[10],"class_list":["post-575","researcher","type-researcher","status-publish","has-post-thumbnail","hentry","resercher_tax-peripatetic"],"_links":{"self":[{"href":"https:\/\/www.glocom.ac.jp\/en\/wp-json\/wp\/v2\/researcher\/575"}],"collection":[{"href":"https:\/\/www.glocom.ac.jp\/en\/wp-json\/wp\/v2\/researcher"}],"about":[{"href":"https:\/\/www.glocom.ac.jp\/en\/wp-json\/wp\/v2\/types\/researcher"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.glocom.ac.jp\/en\/wp-json\/wp\/v2\/media\/585"}],"wp:attachment":[{"href":"https:\/\/www.glocom.ac.jp\/en\/wp-json\/wp\/v2\/media?parent=575"}],"wp:term":[{"taxonomy":"resercher_tax","embeddable":true,"href":"https:\/\/www.glocom.ac.jp\/en\/wp-json\/wp\/v2\/resercher_tax?post=575"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}