Projects per year
Personal profile
Biography
Dr Momoko Fujita is a Senior Lecturer in Communications and Media. Her research focuses on the positive and negative influences of digital media on consumer behaviour and well-being. 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 communication technology. She brings a wealth of industry experience and knowledge to her teaching, research, and service.
Roles
- Course convener for Graduate Certificate in Digital Marketing
Research interests
- Digital and social media marketing
- Negative impacts of social media influencers and consumption communities on consumer well-being
- User-generated content about addictive products
- Responsible use of AI in social media content curation
- Digital acculturation and identity
- Digital consumer engagement and experience
Funding
- McCallum, K. (CI), Park, S. (CI), Lee, J. Y. (CI), Fisher, C. (CI), Haw, A. (CI), O'Neil, M. (CI), FUJITA, M. (CI), Ross, A. (CI), NOlan, D. (CI), McGuiness, K. (CI), & Hussein, A. (CoI) (2025), Political misinformation and media literacy: Australian election 2025, University of Canberra, AU$87,222.
- Khan, I. (CI) & Fujita, M. (CoI) (2025), Impact of a geo-targeted Heart Health Check social media campaign on general practice attendance in high-risk regions, National Heart Foundation of Australia, AU$ 6,000.
- Park, S. (CI), Lee, J. Y. (CoI), McGuiness, K. (CoI), Fujita, M. (CoI) (2024-2025), Sense of belonging among multilingual audiences in Australia 2024, SBS Australia, AU$ 41,250.
- Emerging Researcher Development Funding (2023), University of Canberra, AU$ 5,000.
- Fujita, M. (CI) & Jiang, Y. (CI) (2021 - 2022), Fostering WA international students' employability capitals, StudyPerth Innovation Fund, AU$ 34,100.
- ANZMAC Doctoral Student Travel Award (2015), AU$1,000.
Current projects
- Australian Federal Election Misinformation Watch (AFEM Watch)
- Heart health promotion through geo-targeting advertising
- Gambling influencers and consumption communities on social media
- Brand-consumer mimicry in social media
Current HDR supervision
- Social media algorithmic bias and sharenting (PhD)
- Spiritual influencers (Master by Research)
- Social media and migration decisions (Master by Research)
- Adolescents' risk-taking behaviour on social media (PhD)
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):
Education/Academic qualification
PhD, Enhancing student-university relationships through social media brand communities: An identity theories perspective, University of Western Australia
Award Date: 26 Jul 2019
External positions
Honorary Research Fellow, University of Western Australia
Dec 2022 → …
Social Media Editor, Journal of Service Theory and Practice
Oct 2022 → …
Lecturer in Marketing, University of Western Australia
Jul 2020 → Dec 2022
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Collaborations and top research areas from the last five years
Projects
- 1 Active
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Political Misinformation and Media Literacy: Australian Election 2025
MCCALLUM, K. (CI), PARK, S. (CI), LEE, J. Y. (CI), FISHER, C. (CI), HAW, A. (CI), O'NEIL, M. (CI), FUJITA, M. (CI), ROSS, A. (CI), NOLAN, D. (CI), McGuinness, K. (CI) & HUSSEIN, A. (CoI)
1/04/25 → 31/12/25
Project: Research
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Brand consumer mimicry in social media
Fujita, M. & Harrigan, P., 2022, (Unpublished) p. 292-292. 1 p.Research output: Contribution to conference (non-published works) › Abstract › peer-review
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Enhancing member-institution relationships through social media: the role of other-user engagement behavior and similarity perceptions
Fujita, M., Harrigan, P., Soutar, G. N., Kumar Roy, S. & Roy, R., Dec 2020, In: Journal of Business Research. 121, p. 642-654 13 p.Research output: Contribution to journal › Article › peer-review
22 Citations (Scopus) -
The strategic co-creation of content and student experiences in social media: an identity theories perspective
Fujita, M., Harrigan, P. & Soutar, G. N., 14 Jan 2019, In: Qualitative Market Research. 22, 1, p. 50-69 20 p.Research output: Contribution to journal › Article › peer-review
20 Citations (Scopus) -
Two-way acculturation in social media: The role of institutional efforts
Fujita, M., Harrigan, P., Roy, S. K. & Soutar, G., Aug 2019, In: Technological Forecasting and Social Change. 145, p. 532-542 11 p.Research output: Contribution to journal › Article › peer-review
12 Citations (Scopus) -
Capturing and co-creating student experiences in social media: a social identity theory perspective
Fujita, M., Harrigan, P. & Soutar, G. N., 3 Apr 2018, In: Journal of Marketing Theory and Practice. 26, 1-2, p. 55-71 17 p.Research output: Contribution to journal › Article › peer-review
79 Citations (Scopus)
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UC Counter Misinformation Month 2025
O'NEIL, M. (Organiser), Cai, X. (Participant), FUJITA, M. (Participant), HARDCASTLE, R. (Participant) & ROSS, A. (Participant)
11 Apr 2025 → 11 May 2025Activity: Participating in or organising an event › Organising a conference, workshop, ...
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Journal of Research in Interactive Marketing (Journal)
FUJITA, M. (Reviewer)
3 Mar 2025Activity: Publication peer-review and editorial work › Publication Peer-review
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Australian Journal of Management (Journal)
FUJITA, M. (Reviewer)
2025Activity: Publication peer-review and editorial work › Publication Peer-review
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Social media influencers as a marketing channel: A taxonomy
Fujita, M. (Examiner)
2024Activity: Examination
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Technological Forecasting and Social Change (Journal)
FUJITA, M. (Reviewer)
2024 → …Activity: Publication peer-review and editorial work › Publication Peer-review