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.

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History

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

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