Diaspora marketing discourse analysis

Document Type : Original Article

Authors

1 Associate Professor of Administrative Management Department, Faculty of Management and Accounting, Allameh Tabatabai University Tehran, Iran

2 Professor of Administrative Management, Department of Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran

3 Associate Professor of Administrative Management, Business management department, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran.

4 Ph.D. Candidate of Administrative Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran.

Abstract

Objective: Diaspora is a group with interest in the country-of-origin and familiar with the culture of the host country. Diaspora's interest in the country-of-origin is one of the available levers for the brands of the country-of-origin to penetrate the Diaspora's niche market. Diaspora's communication in the host countries is also one of the available levers for the brands of the country-of-origin to develop in the international market. This causes disagreement in the definition of diaspora marketing field. This research aims to diaspora marketing discourse analysis.
Methodology: The methodological choice of research is qualitative and research strategy is discourse analysis. The research data collection technique is searching in scientific databases using selected keywords. The research sampling method is judgmental and the sample size is 24 scientific articles. The research data analysis technique is Fairclough's model of critical discourse analysis in levels of description, interpretation and explanation.
Findings: At least 2 discourses can be distinguished in diaspora marketing. The diaspora niche marketing discourse is focused on penetrating the diaspora niche market and the diaspora marketing strategy discourse is more focused on developing in the international market using diaspora leverage.
Conclusion: The diaspora marketing strategy discourse is more aligned with the global marketing discourse. The emergence of this discourse creates the expectation that diaspora marketing language in use frameworks follow the global marketing discourse.

Keywords

Main Subjects

References

  1. حاتمی, محمدرضا. )1396(. بازخوانش جغرافیایی از دیاسپورا. فصلنامه مطالعات روابط بین الملل. 10)37(. 65-.81
  2. خزائی، طاهره. )1399(. ناهمگونی های ناهمگرا در مهاجرت ایرانی؛ دیاسپورا و محدودیت های معنایی و نظری: مورد ایرانی های مقیم فرانسه .فصلنامه علوم اجتماعی. 27)88(.
  3. دهقانی فیروزآبادی, سیدجالل, بهرامی, سمیه. )1396(. ارزیابی تأثیر کنش های دیاسپوریک بر سیاست خارجی جمهوری اسالمی ایران؛ مطالعه ی موردی دیاسپورای ایرانی مقیم ایاالت متحده .پژوهشنامه علوم سیاسی. .39-68 .)4(21
  4. ذکایی، محمدسعید. )1399(. مطالعات فرهنگی دایاسپورا و جهان وطنی .فصلنامه علوم اجتماعی. 27) 88(. .24-1 رنگریز, حسن. )1400(. تحلیل گفتمان مدیریت دولتی ایران در بخش اقتصادی .فصلنامه سیاستگذاری عمومی . .71-89 .)4(7
  5. فرکالف، نورمن. )1379(. تحلیل انتقادی گفتمان. مترجم: شایسته پیران. تهران: انتشارات مرکز مطالعات و تحقیقات رسانه ها.
  6. Akyeampong, E. (2000). Africans in the diaspora: the diaspora and Africa. African affairs, 99(395), 183-215.
  7. Baena, V. (2019). Global marketing strategy in professional sports. Lessons from FC Bayern Munich. Soccer & Society, 20(4), 660-674.
  8. Bonnin, R., & Brown, C. (2002). The Cuban diaspora: A comparative analysis of the search for meaning among recent Cuban exiles and Cuban Americans. Hispanic Journal of Behavioral Sciences, 24(4), 465-478.
  9. Bowen, R. (2021). Food tourism: opportunities for SMEs through diaspora marketing?. British Food Journal. , 124(2), 514-529.
  10. Collins-Kreiner, N., & Olsen, D. (2004). Selling diaspora: Producing and segmenting the Jewish diaspora tourism market. In Tourism, diasporas and space (pp. 293-304). Routledge.
  11. Croucher, S. L., & Haney, P. J. (1999). Marketing the Diasporic Creed. Diaspora:A Journal of Transnational Studies, 8(3), 309-330.
  12. Dehghani, S., Bahrami, S. (2017). Evaluating the impact of diasporic actions on Iran’s foreign policy; a case study of Iranian diaspora residing in U.S. Research Letter of Political Science, 12(4), 39-68. (persian).
  13. Elo, M. (2016). Typology of diaspora entrepreneurship: case studies in Uzbekistan. Journal of International Entrepreneurship, 14(1), 121-155.
  14. Elo, M., & Dana, L. P. (2019). Embeddedness and entrepreneurial traditions: Entrepreneurship of Bukharian Jews in diaspora. Journal of Family Business Management. , 22(1), 1-25.
  15. Elo, M., Harima, A., & Freiling, J. (2015). To try or not to try? A story of diaspora entrepreneurship. In The future of global organizing, 10(1), 283-293.
  16. Elo, M., Minto-Coy, I., Silva, S. C. E., & Zhang, X. (2020). Diaspora networks in international marketing: how do ethnic products diffuse to foreign markets?. European Journal of International Management, 14(4), 693-729.
  17. Elo, M., & Silva, S. (2022). Who creates international marketing agility? Diasporic agility guiding new market entry processes in emerging contexts. Thunderbird International Business Review, 12(2), 1-12.
  18. Elo, M., Täube, F., & Volovelsky, E. K. (2019). Migration ‘against the tide’: Location and Jewish diaspora entrepreneurs. Regional Studies, 53(1), 95-106.
  19. Fairclough, N. (2000). Critical Discourse Analysis. (S. Piran, Trans.). Media Studies and Research Center. (persian)
  20. Gamlen, A. (2014). Diaspora institutions and diaspora governance. International Migration Review, 48(1), 180-217.
  21. Grossman, J. (2019). Toward a definition of diaspora. Ethnic and Racial Studies, 42(8), 1263-1282.
  22. Hatami, M. (2017). Geographical Reviewed throughout the Diaspora.. Research Letter of International Relations, 10(37), 65-81. (persian).
  23. Huang, W. J., Hung, K., & Chen, C. C. (2018). Attachment to the home country or hometown? Examining diaspora tourism across migrant generations. Tourism Management, 68(1), 52-65.
  24. Intharacks, J., Chikweche, T., & Stanton, J. (2022). The Influence of Ethnic Identity on Consumer Behavior: Filipino and Lao Consumers in Australia. Journal of International Consumer Marketing, 1-16.
  25. Khazaei, T. (2020). Divergent Heterogeneities in Iranian Immigration: A Case Study of Iranian Diaspora and Its Semantic and Theoretical Limitations. Social Sciences, 27(88), 71-108. (persian).
  26. Kroon, S., & Kurvers, J. (2020). Language use, language attitudes and identity in the East Timorese diaspora in the Netherlands. Journal of Multilingual and Multicultural Development, 41(5), 444-456.
  27. Kumar, N., & Steenkamp, J. B. E. (2013). Diaspora marketing. Harvard Business Review, 91(10), 127.
  28. Malhotra, N. K., Agarwal, J., & Shainesh, G. (2018). Does country or culture matter in global marketing? An empirical investigation of service quality and satisfaction model with moderators in three countries. In Emerging Issues in Global Marketing (pp. 61-91). Springer, Cham.
  29. Matejowsky, T. (2020). What’s all the buzz about? Jollibee, diaspora marketing, and next-stage fast food globalization. Food and Foodways, 28(4), 274-296.
  30. Morgan, N., Pritchard, A., & Pride, R. (2003). Marketing to the Welsh diaspora: The appeal to hiraeth and homecoming. Journal of Vacation Marketing, 9(1), 69-80.
  31. Li, T. E., & Chan, E. T. H. (2018). Connotations of ancestral home: An exploration of place attachment by multiple generations of Chinese diaspora. Population, Space and Place, 24(8),1-10.
  32. Orjuela, C. (2020). Passing on the torch of memory: Transitional justice and the transfer of diaspora identity across generations. International Journal of Transitional Justice, 14(2), 360-380.
  33. Otoo, F. E., Kim, S., & Choi, Y. (2021). Developing a multidimensional measurement scale for diaspora tourists’ motivation. Journal of Travel Research, 60(2), 417-433.
  34. Otoo, F. E., Kim, S. S., & King, B. (2021). African diaspora tourism-How motivations shape experiences. Journal of Destination Marketing & Management, 20(1), 1-14.
  35. Palomino-Tamayo, W., Saksanian, M. C., & Regalado-Pezúa, O. (2021). Psychological distance in the diaspora marketing of nostalgic products: a Venezuelan case. Revista de Administração de Empresas, 62(1), 1-19.
  36. Panibratov, A., & Rysakova, L. (2020). The diaspora phenomenon: scholarly assessment and implications for countries and firms. Journal of Global Mobility: The Home of Expatriate Management Research, 9(1), 107-144.
  37. Poole, B. (2010). Commitment and criticality: Fairclough's critical discourse analysis evaluated. International Journal of Applied Linguistics, 20(2), 137-155.
  38. Quinn, M., & Devasagayam, R. (2005). Building brand community among ethnic diaspora in the USA: Strategic implications for marketers. Journal of Brand Management, 13(2), 101-114.
  39. Rajak, T. (2018). The Jewish Diaspora in Greco-Roman Antiquity. Interpretation, 72(2), 146-162.
  40. Rangriz, H. (2021). Discourse Analysis of Iranian Public Administration in the Economic Sector. Public Policy, 7(4), 71-89. (persian).
  41. Reis, M. (2004). Theorizing diaspora: perspectives on “classical” and “contemporary” diaspora. International Migration, 42(2), 41-60.
  42. Riddle, L., & Brinkerhoff, J. (2011). Diaspora entrepreneurs as institutional change agents: The case of Thamel. com. International Business Review, 20(6), 670-680.
  43. Risius, A., Hamm, U., & Janssen, M. (2019). Target groups for fish from aquaculture: Consumer segmentation based on sustainability attributes and country of origin. Aquaculture, 499, 341-347.
  44. Santiago, M. A. L. (2019). Diaspora International Family Entrepreneurs: No Place Like Home. DLSU Business & Economics Review, 28(3), 34-46.
  45. Sim, D., & Leith, M. (2013). Diaspora tourists and the Scottish Homecoming 2009. Journal of Heritage Tourism, 8(4), 259-274.
  46. Sirkeci, I., & Zeren, F. (2018). Diaspora Marketing Revisited: The nexus of entrepreneurs and consumers. Transnational Marketing Journal, 6(2), 139-157.
  47. Tracy, N., & Lever-Tracy, C. (2003). A new alliance for profit: China’s local industries and the Chinese diaspora. In Chinese entrepreneurship and Asian business networks (pp. 81-99). Routledge.
  48. Tung, R. L., & Chung, H. F. (2010). Diaspora and trade facilitation: The case of ethnic Chinese in Australia. Asia Pacific Journal of Management, 27(3), 371-392.
  49. Wei, Y., & Balasubramanyam, V. N. (2006). Diaspora and development. World Economy, 29(11), 1599-1609.
  50. Zokaei, M. (2020). Cultural Studies of Diaspora and Cosmopolitanism. Social Sciences, 27(88), 1-24. (persian)

Files

History

  • Receive Date: 28 January 2023
  • Revise Date: 26 April 2023
  • Accept Date: 28 April 2023

Share

How to cite

Statistics