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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.


  • Course convener for Graduate Certificate in Digital Marketing

Research interests

  • Digital and social media marketing
  • Negative impacts of social media influencers and consumption communities
  • User-generated content about addictive products
  • Responsible use of AI in social media content curation
  • Digital acculturation and identity
  • Digital consumer engagement and experience


Emerging Researcher Development Funding (2023), University of Canberra, AU$5,000

Fujita, M. (Lead Chief Investigator) & Jiang, Y. (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

  • Brand-consumer mimicry in social media
  • Gambling influencers and consumption communities on social media
  • Heart health promotion through mobile social media advertising
  • Marketer acculturation in the digital age
  • Mobile students' career immersion experiences: An educational tourism perspective

HDR supervision

  • Danielle Shine: Nutrition and health influencers and misinformation on social media
  • Ifeanyi Adigwe: Children's risk-taking behaviour on social media

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 12 - Responsible Consumption and Production

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 2020Dec 2022


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