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An Indicator to Measure the Relationship Between Firms and Consumers Based on the Subjective Well-Being of Consumers: Promoting Corporate Social Contribution Activities to Maintain Socially Sustainable Development

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Social Computing and Social Media: Applications in Education and Commerce (HCII 2022)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13316))

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Abstract

Since corporate social contribution activities affect consumers as a whole and not just the firm’s customers, it is important to develop a quantitative understanding of the relationship between companies and consumers. In this study, we propose a new indicator to measure the relationship between firms and consumers, focusing on the consumer’s subjective well-being (SWB). We confirm through empirical analysis a positive relationship between SWB and the firm’s marketing activities. The data were obtained from 2,025 online monitors and were analyzed using a zero-inflated gamma model and a binary logit model with an assumed mixed effect for the SWB term. Results showed that the fixed effect parameter for SWB is positive for the four firms selected from the retail and manufacturing sectors, indicating that SWB can be used to effectively measure the relationship between firms and consumers. This study establishes SWB as such an indicator—one that can be effectively used to promote the sustainable development of society as a whole.

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Notes

  1. 1.

    https://www.ons.gov.uk/peoplepopulationandcommunity/wellbeing.

  2. 2.

    https://ec.europa.eu/eurostat/web/quality-of-life.

  3. 3.

    The EU site presents the data as overall life satisfaction or happiness.

  4. 4.

    There were two reasons for including railway companies and mobile phone carriers in the survey items. One reason is to prevent the monitors from becoming aware of what the firm to be analyzed is. The other reason is to stabilize the average reaction time for each item.

  5. 5.

    The converted data had better model convergence than the unconverted data.

  6. 6.

    This criterion was determined based on consideration of the distribution of the obtained reaction time data.

  7. 7.

    The parameters \({sa}_{1}\), \({sb}_{1}\), and \({sd}_{1}\) follow a weakly informative prior distribution, as shown in Eqs. (5) and (9). Gelman (2006) recommended a half-Cauchy prior distribution when the number of groups for analysis is small for a variance parameter

  8. 8.

    The horizontal axis represents the firms being analyzed: M1 and M2 are liquor manufacturers, M3 and M4 are daily necessities manufacturers, R1 and R2 are convenience stores, and R3 and R4 are online shopping sites.

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Authors and Affiliations

  1. Yokohama City University, 22-2 Seto, Kanazawa, Yokohama, Japan

    Masao Ueda

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  1. Masao Ueda
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Correspondence to Masao Ueda .

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Editors and Affiliations

  1. Towson University, Towson, MD, USA

    Gabriele Meiselwitz

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Ueda, M. (2022). An Indicator to Measure the Relationship Between Firms and Consumers Based on the Subjective Well-Being of Consumers: Promoting Corporate Social Contribution Activities to Maintain Socially Sustainable Development. In: Meiselwitz, G. (eds) Social Computing and Social Media: Applications in Education and Commerce. HCII 2022. Lecture Notes in Computer Science, vol 13316. Springer, Cham. https://doi.org/10.1007/978-3-031-05064-0_28

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  • DOI: https://doi.org/10.1007/978-3-031-05064-0_28

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-05063-3

  • Online ISBN: 978-3-031-05064-0

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