Brand-consumer mimicry (BCM) in social media

Presented by Momoko Fujita

Wednesday 26 July
11am - 12pm
Online (Zoom)

Abstract

Drawing on theories of human mimicry and communication accommodation, this research explores the potential of brand-consumer mimicry (BCM) in social media – a brand’s strategic imitation of digital consumers in its attempt to adapt to the techno-culture. Imitation is a powerful way to connect, and BCM presents a novel opportunity for brands to engage with consumer communities and affect prosocial responses. Using field data from TikTok, an emerging creator-driven entertainment platform, and an online experiment, we examine BCM's impact on user engagement. We further investigate the mediating role of perceived social attractiveness and the moderating roles of social media influencer participation and the cultural practice being mimicked. The expected findings will contribute to the theorisation of consumer brand engagement and inform digital content strategy. In doing so, we reimagine the theory and practice of branding and marketer acculturation in the digital world.

Biography

Dr Momoko Fujita is a Senior Lecturer in Communication and Media at the University of Canberra and an Honorary Research Fellow of Marketing at the University of Western Australia. Her research focuses on the role of digital technology in enhancing stakeholder experience and relationships. Her work has appeared in leading international journals, including Technological Forecasting and Social Change and the Journal of Business Research. She completed her PhD in Marketing from the University of Western Australia at which she also held a Lecturer in Marketing position. 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.