Graduate School of International Culture and Communication StudiesWaseda University

Faculty

MORIMOTO, Mariko

  • TitleProfessor
  • DegreePh.D. in Mass Media (Michigan State University)
  • Directed ResearchMarketing Communication and Persuasion
  • Research FieldMarketing Communication, Consumer Online Privacy, Risk Communication, Technology Adoption in Health Communication, and Persuasion 

Biography

I am a US-trained scholar and have previously served as a full-time faculty member at the University of Georgia and Emerson College. I earned my B.A. in public communication from the American University in Washington, DC, M.S. in mass communication from Boston University, and Ph.D. in mass media from Michigan State University. My professional background stems from working as a public relations and marketing professional at international firms. 

 My research expertise includes consumers’ online privacy concerns and source and message credibility. In particular, my recent research projects focus on consumers’ privacy paradox and information disclosure on social media. I also conduct research on information seeking behaviors on social media in a context of health and risk communication. My work has been published in leading international advertising and communication journals such as the Journal of AdvertisingInternational Journal of AdvertisingJournal of Current Issues and Research in AdvertisingJournal of Interactive Advertising, among others. 

https://w-rdb.waseda.jp/html/100001308_en.html

 

Directed Research

I mainly supervise the following research areas: consumers’ online privacy, health communication, risk communication, and credibility issues in marketing communication. I do not currently supervise research related to influencer marketing and celebrity endorsement. 

Marketing communication plays a vital role in enhancing favorable customer relationship. With the advancement of technology and emergence of new communication platforms, the nature of marketing communication has become dynamic, complex, and challenging. In this seminar, the focus is on learning about factors that influence effectiveness of marketing communication and related theories from various fields such as marketing, communication, psychology, sociology etc. Students are expected to complete a solid thesis in this seminar. Therefore, the nature of the seminar will be theoretical, rather than practical, although marketing communication is a practical field. The seminar will also ensure students to develop time management skills along with other scholarly foundations such as critical thinking, solid writing and communication skills and knowledge of research methods, by providing detailed guidelines and enforcing strict deadlines. These combined skills will be an asset for students in their future academic or professional careers.

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