Emergent-Nature Consumers as the Source of Innovation for Rapid Change:

• Nishimoto Akihiro

  School of Business Administration, Kwansei Gakuin University, Japan

• Katsumata Sotaro

  Graduate School of Economics, Osaka University, Japan

• Motohashi Eiji

  Graduate School of International Social Sciences, Yokohama National University, Japan

Bibliographic Information

Other Title

• 急激な環境変化に対するイノベーションの源泉としての創発的消費者
• Analyses of Social Media Usage during the COVID-19 Outbreak
• ― COVID-19のアウトブレイクにおけるソーシャルメディアの利用動向分析 ―

Abstract

The aim of this study is to show the value of emergent-nature consumers (ENCs) as a source of next-generation innovation during periods of rapid change such as the COVID-19 outbreak. We collected application startup logs from smartphones and conducted a survey during the COVID-19 pandemic crisis. We found that ENCs were more adaptable to environmental change due to the COVID-19 outbreak than lead-users (LUs). In addition, ENCs increased or decreased their usage of social media less than LUs and general-users (GUs), and used these media broadly during the COVID-19 crisis. These results suggest that ENCs use their social media more broadly and frequently than other consumers.

Journal

• Japan Marketing Journal

  Japan Marketing Journal 40 (4), 44-57, 2021-03-31

  Japan Marketing Academy

Keywords

• Emergent-nature consumers
• Lead-users
• COVID-19
• Social media
• Startup log

Details

• CRID: 1390850490584599808
• NII Article ID: 130008009636
• DOI: 10.7222/marketing.2021.018
• ISSN: 21881669
• ISSN: 03897265
• Web Site: https://www.jstage.jst.go.jp/article/marketing/40/4/40_2021.018/_pdf
• Text Lang: ja
• Data Source:
  • JaLC
  • Crossref
  • CiNii Articles
  • KAKEN
• Abstract License Flag: Disallowed