Updated on 2026/01/07

写真a

 
Hisashi Mari
 

Degree

  • Doctor of Business Administration   Coursework ( 2024.3   Tokyo Metropolitan University )

  • Master of Business Administration   Coursework ( 2014.3   Tokyo Metropolitan University )

  • Bachelor of Informatics   Coursework ( 2004.3   Shizuoka University )

Research Interests

  • Marketing

  • Marketing Strategy

  • Social Media Marketing

  • Social Media Marketing Strategy

  • Digital Marketing

  • Relationship Marketing

  • Brand Community

  • Consumer Culture Theory

  • Netnography

Research Areas

  • Humanities & Social Sciences / Business administration  / Marketing

  • Humanities & Social Sciences / Commerce  / Marketing

Education

  • Tokyo Metropolitan University   Graduate School of Social Sciences   Major in Business Administration   Doctor's Course   Completed

    2015.4 - 2024.3

  • Tokyo Metropolitan University   Graduate School of Social Sciences   Business School   Master's Course   Completed

    2012.4 - 2014.3

  • Shizuoka University   Faculty of Informatics   Department of Socio-Information Studies   Graduated

    2000.4 - 2004.3

Research History

  • Fukui University of Technology   Faculty of Management and Information Sciences, Department of Management and Information Sciences   Associate Professor

    2025.4

  • Fukui University of Technology   Management and Information Sciences Course, Department of Social System Engineering, Graduate School of Engineering   Associate Professor

    2025.4

  • Fukui University of Technology   AI&IoT Center   Associate Professor

    2025.10

  • Ritsumeikan University   Open Innovation & Collaboration Research Organization   Researcher

    2025.7

  • JR TOKAI AGENCY CO., LTD.   Business Development Department / Shizuoka Destination Campaign Project   Assistant Manager(Last Position)

    2004.4 - 2019.3

  • HAKUHODO Inc.   Account Service Department 2, Business Design Division 6   Executive Manager(Last Position)

    2019.4 - 2025.3

  • Ikenobo Junior College   Department of Environmental Cultural Studies   Part-time Teacher

    2023.4 - 2025.3

  • Tokyo Metropolitan University   Graduate School of Management   Part-time researcher for university or other academic organization

    2024.4 - 2025.3

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Professional Memberships

  • Japan Marketing Academy

    2012.10

  • Japan Association for Consumer Studies

    2015.6

  • Japan Society of Marketing and Distribution

    2016.6

  • Academic Association for Organizational Science

    2017.10

  • Japan Society for Commodity Science

    2018.11

  • Japan Academy of Advertising

    2025.10

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Committee Memberships

  • Japan Marketing Academy   Quarterly Journal of Marketing Associate Editor  

    2025.4   

  • AI Research Group, Research Project, Japan Marketing Academy   Planning and management members  

    2025.4   

Qualification acquired

  • Usual Car License (first kind)

  • Automatic Two-Wheeled Vehicle License

 

Papers

  • The effect of social media on the relationship between firms and consumers

    Hisashi Mari

    Doctoral thesis, Tokyo Metropolitan University   2024.3

  • Humanistic corporate accounts on social media: exploring identity construction and authenticity management Reviewed International journal

    Kosuke Mizukoshi, Hisashi Mari

    Qualitative Market Research   27 ( 2 )   301 - 318   2024.1

    　More details

    Purpose– This study aims to clarify identity building and authenticity management in human brand
    research, focusing on inside operators managing corporate accounts on social media. Conventional human
    brand research analyzes online in uencers, and there is a research gap in whether these previous ndings
    apply to corporate accounts.
    Design/methodology/approach– Using netnography and interview data, this study analyzes Japanese
    corporate accounts on Twitter.
    Findings– A corporate account’s identity is constructed under the in uence of not only the brand but also
    the actual inside operator, called naka-no-hito, and other accounts that interact on social media. Corporate
    accounts are able to exhibit humanistic passion through the inside operator’s personality and maintain a
    distance from commerciality– to manage their authenticity. These activities attract general and other
    corporate and media accounts, and interactions with them re-create promotion effects.
    Originality/value– This study observed that corporate accounts’ authenticity is not a trade-off between
    passion and commercial transparency but a compatibility achieved by coordinating interests among actors,
    together with the presence of inside operators.

  • Social Media Marketing: 12 years of research Invited Reviewed

    Hisashi Mari

    Japan Marketing Journal   43 ( 2 )   70 - 77   2023.9

    　More details

    This paper systematizes research findings related to social media marketing activities and marketing changed by social media (collectively defined as social media marketing) in a systematic review and identifies areas for future research. The review suggests four major areas for future research: eWOM/UGC, Social Listening, Community, and Communication Channels. This is the first systematic review of this area. The paper provides theoretical contributions in this area and practical suggestions for companies engaged in social media marketing.

  • Forming Account Identity to interact with consumer in social media Reviewed

    Hisashi Mari

    Studies on Commodities   63 ( 3/4 )   20 - 33   2021.12

  • Is social media a brand community or a brand public? Reviewed

    Hisashi Mari

    Japan Marketing Journal   39 ( 3 )   104 - 115   2020.1

    　More details

    In a brand community study, it is important to understand the change of the community caused by the appearance of social media. The marketing strategy depends significantly upon whether we understand social media as a brand community or brand public. The two concepts can be used to understand the dimensions of brand public and can coexist empirically with the dimensions of brand community, and/or one might be more pronounced than the other in
    particular cases. However, previous studies have not considered coexistence. In addition, brand public is likely to be dependent on platform property. Therefore, in this paper we confirm the previous findings of the two concepts, and we research consumer behavior in Facebook pages managed by the firm. The conclusion suggests that there are properties of both brand community and brand public on Facebook pages managed by the firm.

  • Interaction among firm accounts on social media Reviewed

    Kosuke Mizukoshi, Hisashi Mari

    Studies on Commodities   62 ( 1 )   1 - 15   2019.9

  • Rethinking relationship marketing in consumer markets

    Hisashi Mari

    Japan Marketing Journal   37 ( 1 )   157 - 167   2017.6

  • The effect of social media on the relationship between firms and consumers

    Hisashi Mari

    Masters thesis, Tokyo Metropolitan University   2014.3

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MISC

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Presentations

  • Could social media work as markers of a brand community? International conference

    Hisashi Mari

    2015 International Conference of Asian Marketing Associations (ICAMA)  2015.11  Asian Marketing Associations

  • Social media in a long-term marketing perspective

    Hisashi Mari

    Marketing Conference 2014  2014.11  Japan Marketing Academy

Awards

  • Marketing Journal 2020 / Encouragement Award

    2020.10   Japan Marketing Academy  

    Hisashi Mari

  • JAAA 49th Prize Essay

    2020.4   Japan Advertising Agencies Association   Rethinking advertising and relationship marketing

    Hisashi Mari

  • Hamamatsu City 3rd Buisiness Planing Contest / The Highest Award

    2001.11   Hamamatsu City   A shop concept with a close connection between creators and customers

    Takanobu Honma, Hisashi Mari

 

Teaching Experience

  • Sociological Research Methods

    2025.9
    -
    2026.1
    Institution：Fukui University of Technology

  • Media Studies

    2025.9
    -
    2026.1
    Institution：Fukui University of Technology

  • Practical Business Information Studies: Foundational Seminar

    2025.9
    -
    2026.1
    Institution：Fukui University of Technology

  • Business simulation

    2025.9
    -
    2026.1
    Institution：Fukui University of Technology

  • Marketing2

    2025.9
    -
    2026.1
    Institution：Fukui University of Technology

  • Graduation Research

    2025.4
    -
    2026.1
    Institution：Fukui University of Technology

  • Marketing1

    2025.4
    -
    2025.8
    Institution：Fukui University of Technology

  • Data science exercises

    2025.4
    -
    2025.8
    Institution：Fukui University of Technology

  • Media Studies

    2023.9
    -
    2024.3
    Institution：Ikenobo Junior College

  • Media Studies

    2004.9
    -
    2025.3
    Institution：Ikenobo Junior College

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Media Coverage

  • FBC Ojamattere News Program "I want to know this." Catch a fan! the video strategy TV or radio program

    FBC Fukui Broadcasting Corporation  Ojamattere  News Program "I want to know this." Catch a fan! the video strategy  2025.4

Academic Activities

  • AI Research Group, Research Project, Japan Marketing Academy

    Role(s)： Planning, management, etc.

    Japan Marketing Academy  2025.7 - 2026.3