1960 年代初頭における「クチコミ」の概念分析

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書誌事項

タイトル別名
  • Conceptual Analysis of Kuchi Komi in the Early 1960s
  • 1960年代初頭における「クチコミ」の概念分析 : 「オピニオン・リーダー」との結び付きに着目して
  • 1960ネンダイ ショトウ ニ オケル 「 クチコミ 」 ノ ガイネン ブンセキ : 「 オピニオン ・ リーダー 」 ト ノ ムスビツキ ニ チャクモク シテ
  • Focusing on Relation to the “Opinion Leader” Concept
  • 「 オピニオン・リーダー」との結び付きに着目して

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抄録

<p>This article focuses on how the term kuchi komi （meaning “word of</p><p>mouth”） came to be used in advertising theory in Japan in the early 1960s from</p><p>a view of conceptual analysis.</p><p>　　So far, little attention has been given to kuchi komi in media history and</p><p>advertising history. This is because kuchi komi is a medium that leaves no</p><p>material or institutional traces. This article aims to provide a history of kuchi</p><p>komi by focusing on it as a concept, and analyzes how it came to be presented</p><p>as an advertising tool. We mainly analyze textual data that presented kuchi</p><p>komi as an advertising tool in the early 1960s.</p><p>　　As a result, we revealed:（ 1） the Reading Social Survey conducted during</p><p>1956 played an important role in the spread of the “opinion leader” concept in</p><p>the advertising industry, and（ 2） the term kuchi komi was newly presented as</p><p>an advertising tool in the early 1960s in relation to the “opinion leader” concept.</p>

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