Rate My Professor Momoko Fujita

Momoko Fujita holds an Honorary Research Fellowship at the University of Western Australia, where she previously served as a Lecturer in Marketing at the UWA Business School from July 2020 to December 2022. She completed her PhD at UWA in 2019, with a dissertation entitled Enhancing student-university relationships through social media brand communities: An identity theories perspective. Fujita also possesses a Master of Business from the University of Notre Dame Australia. Prior to her academic career, she gained extensive industry experience in digital marketing across sectors such as tertiary education, aquaculture, and information and communication technology, which informs her teaching and research.

Fujita's academic interests center on social media marketing, digital consumer engagement and experience, brand communities, netnography, digital acculturation and identity, and the positive and negative impacts of social media influencers and consumption communities on consumer well-being. Her influential publications include Enhancing member-institution relationships through social media: The role of other-user engagement behavior and similarity perceptions (Journal of Business Research, 2020, with Harrigan, Soutar, Roy, and Roy), The strategic co-creation of content and student experiences in social media: An identity theories perspective (Qualitative Market Research, 2019, with Harrigan and Soutar), Two-way acculturation in social media: The role of institutional efforts (Technological Forecasting and Social Change, 2019, with Harrigan, Roy, and Soutar), Capturing and co-creating student experiences in social media: A social identity theory perspective (Journal of Marketing for Higher Education, 2018, with Harrigan and Soutar), and International students' engagement in their university's social media: An exploratory study (International Journal of Educational Management, 2017). She has been awarded the Emerging Researcher Development Funding from the University of Canberra (2023, AU$5,000), the StudyPerth Innovation Fund for the project Fostering WA international students' employability capitals (2021-2022, AU$34,100, co-chief investigator), and the ANZMAC Doctoral Student Travel Award (2015, AU$1,000). Additionally, Fujita serves as Social Media Editor for the Journal of Service Theory and Practice, enhancing her impact in the academic community.