Prof. Yoshinori Hijikata

Yoshinori Hijikata is a professor in School of Business Administration of Kwansei Gakuin University. He received a PhD in Computer Science from Osaka University, Japan in 2002. He worked in IBM Research, Tokyo Research Laboratory from 1998 to 2000 and in Osaka University from 2002-2017. He also joined GroupLens Research, University of Minnesota, in 2014. He studied Web intelligence for many years in his research life. Especially he studied algorithms and user interfaces for information extraction, opinion mining and recommender systems. Currently, he studies user behavior and psychology in social media. He analyzes correlation between user activities like self-expression, self-disclosure, information diffusion and reviewing, and user psychology like personality, privacy awareness, depression and envy. He has published more than 120 journal papers and international conference papers in the field of Web intelligence and social computing. He also published a book "Connecting via the Web - Social / Psychological Analysis on the Social Media" (SCIENCE Copr.). He wants to apply the knowledge or model found in the user analysis to social media marketing.

Abstract

Psychological Analysis in Social Media

This keynote addresses psychological aspects in social media. It has been 30 years since the idea of the World Wide Web has been proposed as a distributed hypertext system. Some types of web services have evolved into social media. The Web and social media brought two contributions in the academic research field. One is for computer science. Artificial intelligence, whether it is developed by production systems or machine learning algorithms, had never had much knowledge or learning data before the birth of the Web. Because many people write contents on the Web, this gave much knowledge or data to computers. Another is for social science and psychology. Researchers in these areas should rely on the questionnaire survey or interview to the limited number of people, which cannot fully present the user's behavior or internal mind. However, the social media changed the paradigm of the research in these areas. Because many people share their experience on social media, it gave the researchers the user's actual action logs. This helps them to know or infer what is going on in society or what each user think in their situation. This keynote focuses on the latter perspective especially on user psychology, and shows some research works related to it. Examples of the research works are the relationship between the user's rating activity and their personality in recommender systems, the relationship between the user's self-expression, especially the type of profile image and the quantity of activities in the social media, the relationship between the user's self-disclosure, especially the name, face photo and affiliation, and their privacy awareness (anonymity consciousness), and the relationship between the user's general activity on social media and their susceptibility of envy. Finally, this keynote shows the future direction on the psychology on IT environment.