The earthquake and tsunami in Japan

Date of publication: October 26, 2011


Changes in consumer values after a major event have been assessed by traditional polls, but these traditional polls are significantly limited to be applied retroactively. The authors carried out a survey on 'value' changes caused by the March 2011earthquake in Japan, using a social media research method and blog articles posted in the past three-years. The analysis indicated a change in values among the Japanese such as an increase in simple and modest consumption. From this research the authors clarified possibilities and limits of Social Media Research.

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