Momoko Fujita

Momoko Fujita is a Lecturer in Marketing at the UWA Business School, University of Western Australia, holding a PhD in Marketing from UWA (2019). Her research examines digital technologies' impact on customer experience and relationships in service contexts, with publications in Journal of Business Research and Technological Forecasting and Social Change. She integrates industry experience from digital marketing roles in tertiary education, aquaculture, and ICT sectors into her academic work.

Education

• PhD in Marketing, The University of Western Australia (2019)

Research Focus

Dr. Fujita investigates digital marketing, social media analytics, and customer experience management through identity theories and netnography. Her work spans digital acculturation, AI in services, and educational tourism, with emphasis on Facebook, Instagram, and TikTok dynamics. Current projects examine brand-consumer mimicry, marketer acculturation, and migrant political participation in social media.

Publication Trends

Her 2018-2020 publications reveal evolving focus from student-university relationships to broader digital acculturation frameworks. Key themes include institutional efforts in two-way acculturation, strategic content co-creation, and AI-driven service transformation, consistently employing visual analysis and netnography in educational contexts.

Awards

• ANZMAC Doctoral Colloquium Travel Award (2015)

Grants and Service

She leads the StudyPerth-funded project 'Fostering WA international students' employability capitals' (2021, AU$34,100). As Social Media Editor for Journal of Service Theory and Practice and reviewer for Technological Forecasting and Social Change, she contributes to academic discourse while teaching undergraduate/postgraduate courses in Digital Marketing and Experiential Marketing.