[English] [Japanese]

Naohiro Matsumura

Associate Professor, Graduate School of Economics, Osaka University.


Graduate School of Economics, Osaka University
1-7 Machikaneyama, Toyonaka, Osaka, 560-0043 Japan
Access map, Toyonaka campus map
(Room #356 at Graduate School of Economics Building)


I joined the faculty of Osaka University in 2004 after spending a year as a post-doc at the University of Tokyo. My research focuses on physical and/or psychological triggers for behavior change to solve problems. I am also working on social media mining for strategic marketing planning.

Curriculum Vitae


My research focuses on two topics: Shikakeology and Social Media Mining.

We are surrounded by various things that are visible and/or hearable but are not being recognized. However, a Shikake can make people aware of them. A cylinder in the pictures below is located beside a pathway at Tennouji Zoo in Japan. By observing the passers-by near the cylinder, we found that many people, especially kids, were interested in, approached, and looked into the cylinder, and eventually found something interesting beyond the cylinder and enjoyed the discoveries. The viewers themselves also become a trigger to attract others.

This is an example of easy, primitive, and cheap but powerful Shikake. Carefully looking around the world, we can find similar kinds of Shikakes that change our consciousness and behavior.

Another research topic includes Social Media Mining, which reveals the influential relationships among people, topics, engagements etc. The network figure below shows the directed influential relations between topics in a bbs, and the diagram figure below shows the structural equation model derived from anonymous online communities. These models show the influence that affects our social behavior in the online community.

Throughout these researches, I am attempting to model the mechanism of social phenonema in order to make the world better.

Selected Papers