Abstract:

Diaspora communities represent a niche international market that has the greatest similarity to the domestic market. Diaspora communities are also one of the easiest ways to enter the international market. The aim of this research is to analyse the discourse of diaspora marketing. Convenience sampling was used to select 24 scientific articles for data collection. Critical discourse analysis, including descriptive, interpretive, and explanatory analysis, was used to analyse the data. The findings of the research revealed two discourses in the diaspora marketing literature. The dominant discourse in the past introduced diaspora marketing as a type of niche marketing at the international level, while the current dominant discourse presents diaspora marketing as a strategy for entering the international market. This study provides a clear picture of the change in the discourse of diaspora marketing. It is expected that the current dominant discourse of diaspora marketing will lead to an increased interest in future research on diaspora marketing.

Please choose your submission type: Full Paper

Primary Track: Identity

Keywords: Social Identity Theory / identification / self-categorisation,Identity construction,Qualitative,Discourse analysis,qualitative

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Dr. Kobra Bakhshi Zadeh