Momoko Fujita

Dr, PhD W.Aust.

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

    6009 Perth


Calculated based on number of publications stored in Pure and citations from Scopus

Personal profile


Dr Momoko Fujita is a Lecturer in Marketing at the UWA Business School, the University of Western Australia. She holds a PhD in Marketing from UWA. Her research focuses on the role of digital technologies in enhancing customer experience and relationships, particularly in service contexts. Her work has appeared in leading international journals, including Technological Forecasting and Social Change and the Journal of Business Research. Prior to entering academia, she worked in various digital marketing roles in the public and private sectors, including tertiary education, aquaculture, and information and communications technology. She brings a wealth of industry experience and knowledge to her teaching, research, and service.

Roles and responsibilities

  • Lecturer and coordinator for undergraduate and postgraduate marketing units
  • Discipline representative for UWA School Engagement Programs


  • Digital marketing
  • Social media marketing and analytics
  • Digital acculturation and identity
  • Customer experience and customer experience management
  • AI in services
  • Digital transformation
  • Student engagement and education marketing
  • Educational tourism

Funding overview

Fujita, M. (Lead Chief Investigator) & Jiang, Y. (2021), Fostering WA international students' employability capitals, StudyPerth Innovation Fund, AU$34,100.

ANZMAC Doctoral Colloquium Travel Award (2015), AU$1,000.

Current projects

  • Brand-consumer mimicry in social media
  • Marketer acculturation in the digital age
  • Mobile students' career immersion experiences: An educational tourism perspective
  • Migrants' political participation in social media
  • Using online communities to support SMEs’ adoption and use of emerging digital technologies

Teaching overview

Unit (re)development, coordination and teaching:

  • Introduction to Marketing (UG)
  • Digital Marketing (UG)
  • Experiential Marketing (UG)
  • Critiquing Marketing Research (Honours)
  • Digital Marketing (PG)


Japanese, English

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 4 - Quality Education
  • SDG 8 - Decent Work and Economic Growth
  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification

Marketing, Doctor of Philosophy, Enhancing student-university relationships through social media brand communities: An identity theories perspective, The University of Western Australia

Award Date: 26 Jul 2019

External positions

Social Media Editor, Journal of Service Theory and Practice

Oct 2022 → …

Industry keywords

  • Communications
  • Education
  • Finance and Business

Research expertise keywords

  • Social media marketing
  • Digital marketing
  • Content marketing
  • Customer experience
  • Experiential marketing
  • Relationship marketing
  • Services marketing
  • Customer engagement
  • Social identity
  • Digital acculturation
  • Social media
  • Facebook
  • Instagram
  • TikTok
  • Higher education marketing
  • Education tourism
  • Netnography
  • Visual analysis


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Collaborations and top research areas from the last five years

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