• The University of Western Australia (M263), 35 Stirling Highway,

    6009 Perth


  • Source: Scopus
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Personal profile


Dr Momoko Fujita is a Lecturer in Marketing at the UWA Business School. Her research focuses on technology-enhanced relationship marketing and online consumer behaviour. She holds a marketing PhD from UWA, which investigated the role of social media brand communities in building student-university relationships from an identity theories perspective. Her work has appeared in leading international journals, including the Journal of Business Research and Technological Forecasting and Social Change. She has also worked in digital marketing roles in the public and private sectors, including tertiary education, aquaculture, and information and communications technology.


  • Social media marketing
  • Digital marketing
  • Digital acculturation
  • Identity theories
  • Higher education marketing
  • International education

Funding overview

Fujita, M & Jian, M. Y. (2021), Fostering WA international students' employability capitals, StudyPerth Innovation Fund, $34,100.

Teaching overview

  • MKTG1203 Introduction to Marketing (undergraduate)
  • MKTG3307 Digital Marketing (undergraduate)
  • MKTG5502 Digital Marketing (postgraduate)

Education/Academic qualification

Marketing, Doctor of Philosophy, The University of Western Australia

Award Date: 26 Jul 2019

Industry keywords

  • Communications
  • Education
  • Finance and Business

Research expertise keywords

  • Social media marketing
  • Digital marketing
  • Content marketing
  • Netnography
  • Customer relationship management
  • Higher education marketing
  • Customer experience management
  • Customer engagement
  • Social identity
  • Social media
  • Facebook
  • Instagram
  • Visual analysis


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