TY - GEN
T1 - Consideration of Building a Simulator to Evaluate Methods to Maximize the Effectiveness of Advertising to Households
AU - Watanabe, Emiko
AU - Murakami, Eiji
AU - Takahashi, Hiroshi
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.
PY - 2025
Y1 - 2025
N2 - In recent years, social media has developed significantly, and many studies have been conducted on the effectiveness of advertising using social media. It has also been reported that in Japan, the types of media used differ depending on the age group. In this study, we used consumers belonging to several types of household structures as agents, and constructed an agent-based model that has four stages of consumer consciousness. Using the constructed model simulator, we evaluated social media and television advertising on a household basis. As a result, by changing the conditions, we were able to obtain results that show that differences in household composition lead to changes in advertising effectiveness. In addition, we were able to confirm that advertising effectiveness changes by changing the presence or absence of network effects in information exchange within households and the advertising effectiveness of social media and television.
AB - In recent years, social media has developed significantly, and many studies have been conducted on the effectiveness of advertising using social media. It has also been reported that in Japan, the types of media used differ depending on the age group. In this study, we used consumers belonging to several types of household structures as agents, and constructed an agent-based model that has four stages of consumer consciousness. Using the constructed model simulator, we evaluated social media and television advertising on a household basis. As a result, by changing the conditions, we were able to obtain results that show that differences in household composition lead to changes in advertising effectiveness. In addition, we were able to confirm that advertising effectiveness changes by changing the presence or absence of network effects in information exchange within households and the advertising effectiveness of social media and television.
UR - https://www.scopus.com/pages/publications/105000700954
UR - https://www.scopus.com/pages/publications/105000700954#tab=citedBy
U2 - 10.1007/978-981-97-6469-3_11
DO - 10.1007/978-981-97-6469-3_11
M3 - Conference contribution
AN - SCOPUS:105000700954
SN - 9789819764686
T3 - Smart Innovation, Systems and Technologies
SP - 125
EP - 134
BT - Agents and Multi-agent Systems
A2 - Jezic, Gordan
A2 - Chen-Burger, Y.-H.
A2 - Kušek, Mario
A2 - Šperka, Roman
A2 - Howlett, Robert J.
A2 - Jain, Lakhmi C.
PB - Springer Science and Business Media Deutschland GmbH
T2 - 18th International KES Conference on Agents and Multi-Agent Systems: Technologies and Applications, KES-AMSTA 2024
Y2 - 19 June 2024 through 21 June 2024
ER -