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Ayane Fujiwara

Senior Lecturer

Nottingham Business School


Ayane is a Senior Lecturer in the Department of Marketing.

Ayane is a Module Leader for the Digital Marketing (Level 5) and Understanding Buyers and the Customer Journey (Level 5), which is a part of Digital Marketer Degree Apprenticeship course. She also teaches on a wide variety of both undergraduate and postgraduate level modules. Ayane specialises in Consumer Behaviour, Digital Marketing and Customer Experience. In addition, she is an academic mentor for Postgraduate students, and she has also mentored Level 7 consultancy projects. She also mentors the Undergraduate UK Placement students.

Ayane is also an active researcher, and her research has focused on influences of atmospherics, namely music, on consumer behaviour and customer experience in an online retail environment. Ayane is currently collaborating with researchers on projects in Japan and the United Kingdom.

Career overview

Previously, Ayane worked as an Hourly Paid Lecturer at Nottingham Business School while she undertook and successfully completed her PhD at Nottingham Trent University. Ayane is currently working towards obtaining Associate Fellow (AFHEA).

Research areas

Research and scholarly interests have focused upon:

  • Online consumer behaviour
  • Online atmospherics

Current projects:

  • Influence of music on online flow
  • Impact of gender perception on toy buying behaviour

External activity

Ayane has provided guest lecture for Bournemouth University.

Course(s) I teach on

  • Postgraduate taught | Full-time / Sandwich | 2022

  • Students chatting in City Gate
    Postgraduate taught | Full-time / Sandwich | 2022

  • person writing on notepad looking at laptop
    Postgraduate taught | Full-time / Sandwich | 2022

  • Nottingham Business School students in a Newton classroom on the City Campus
    Postgraduate taught | Full-time / Sandwich | 2022