Identity Dilemma in Immigrant Consumers: a discourse analysis of diaspora marketing

2025-04-21

AI Summary

This study addresses the identity negotiation challenges faced by immigrant consumers, critically examining discursive constructions in diaspora marketing literature. Method: Applying Fairclough’s critical discourse analysis framework, it conducts a diachronic decoding of 24 representative studies published around 2010 to systematically identify and compare two dominant discourses. Contribution/Results: It identifies (1) the “diaspora market penetration” discourse—emphasizing localization strategies driven by cultural affinity—and (2) the “diaspora-enabled international expansion” discourse—highlighting diasporas’ strategic mediating role as cross-cultural bridges. The study clarifies fundamental differences between these discourses in terms of logical premises, agentive actors, and global positioning, thereby challenging reductive conceptualizations of diasporas as mere cultural markers or market conduits. It extends the theoretical boundaries of the diaspora construct and proposes a novel paradigm—grounded in identity negotiation and network embeddedness—for MNEs’ market entry and expansion strategies, accompanied by actionable implementation pathways.

Technology Category

• Natural Language Processing: Discourse, Pragmatics & Argument Mining
• Application Domains: Humanities & Computational Social Science
• Search and Optimization: Distributed Search

Application Category

• Social Networks and Social Media: Social media analysis through the lenses of networks
• Web Mining and Content Analysis: Content-based information diffusion
• Economics, Online Markets and Human Computation: The sharing economy

Abstract

Purpose - Diasporas of a country of origin are groups interested in country-of-origin scattered in host countries and familiar with markets of host countries. This paper aims to discourse analysis of diaspora marketing researches. Methodology - In judgmental sampling using selected keywords 24 researches in two eras before and after 2010 are selected for discourse analysis. Faircloughs critical discourse analysis model is used to analyze research data. Findings- Two different discourses can be distinguished in diaspora marketing researches. The diaspora niche marketing discourse is focused on penetrating into diaspora niche market. The diaspora marketing strategy discourse is focused on developing into international market using diaspora leverage. Research limitations and implications - Judgmental sampling and lived experience of researchers in a developing country which is usually considered as a diasporas country of origin rather than a diasporas host country limit the generalizability of research results. Practical implications - Understanding the extensions of diaspora marketing concept and diaspora marketing discourses is helpful for designing appropriate strategies for entering and developing in the international market. Originality - this paper investigates extensions of diaspora concept in previous research identifies diaspora marketing discourses and compares dominant diaspora marketing discourse with global marketing discourse.

Problem

• Analyzes diaspora marketing discourses in academic research
• Compares niche vs. strategic diaspora marketing approaches
• Explores immigrant consumer identity in global markets

Innovation

• Discourse analysis of diaspora marketing researches
• Faircloughs critical discourse analysis model
• Judgmental sampling with selected keywords