Momoko Fujita- PhD
- Senior Lecturer at University of Canberra
Momoko Fujita
- PhD
- Senior Lecturer at University of Canberra
About
10
Publications
1,613
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230
Citations
Introduction
Researching technology-enhanced relationship marketing and customer experience
Current institution
Publications
Publications (10)
This research explores the nature of collaborative co-creation in a university-initiated social media brand community (SMBC). SMBCs provide significant opportunities to enhance student experiences by facilitating the co-creation of value and brand meanings. However, little is known about what makes organization-initiated SMBCs successful. A netnogr...
Purpose
The purpose of this paper is to understand the lived experiences of the international students using their university’s social media, through a lens of customer engagement (CE) in the services marketing literature.
Design/methodology/approach
A case study was conducted in an Australian university. Three semi-structured focus groups with te...
Drawing on social identity theory (SIT), this research investigates the role of university content strategies on student experiences in social media brand communities (SMBCs). A netnography of a university’s SMBCs sought to grasp the influences of identity cues, narratives, and marketer traits on member reactions. It was revealed that social media...
The affordances of social media have enabled organisations and members to negotiate and co-create their identities. Despite the original conception of acculturation as a reciprocal process of cultural change, how an organisation adapts to the cultures of its members and how members react to these efforts remain under-researched. Drawing on theories...
Purpose
This study aims to enhance the understanding of how co-created content (CCC) can facilitate relevant and meaningful customer experiences in social media brand communities (SMBCs). It investigates the characteristics of CCC and explores the effects they have on member engagement from an identity theories perspective.
Design/methodology/appr...
Social media facilitates more frequent, immediate, and larger-scale exposures of people affiliated with a group than was previously possible. However, little is known about how this occurs in the case of institutions’ brand pages and about its impact on existing member relationships. In examining the role perception about other users of a brand pag...
Proceedings (pp.788-795): https://www.ieseg.fr/wp-content/uploads/2018/02/SERVSIG-2018-Proceedings.pdf
