Abstract
ABSTRACT With this first systematic review of specific literature about diaspora marketing, it was found that this emerging literature focuses mainly on opportunities related to trade, tourism, and the acculturation between countries with different languages in only one host country. This research contributes toward a greater understanding of diaspora buying behavior using the construal level theory, specifically regarding the purchase of nostalgic products and services, examining the case of Venezuelan diaspora in the broader international context of five host countries: Colombia, Peru, Chile, Ecuador, and Panama Another contribution is the use of e-WOM metrics derived from advertising posts on Instagram. The results show that diaspora consumers in host countries that have higher levels of individualism, less masculinity, and are further geographically from their homeland seek to consume greater amounts of nostalgic products.
Highlights
The flow of people between different countries is an age-old phenomenon that has attracted global attention due to the tremendous increase in the number of people moving from their home countries to settle in a host nation
Three of the ten identified advertising categories received the majority of the likes: Venezuelan entertainment, Venezuelan food, and help wanted ads, but varied somewhat depending on the host country
Ads for Venezuelan entertainment generated the most e-word of mouth (WOM) in Peru, mean=255(SD=252) and Ecuador, mean=124(SD=159)
Summary
The flow of people between different countries is an age-old phenomenon that has attracted global attention due to the tremendous increase in the number of people moving from their home countries to settle in a host nation. Statistics on global migration show that in 2018, 258 million people were residing in a country other than their country of birth, an increase of 49.1% compared to 2000, and 153% compared to 1980 (Vidal & Tjaden, 2018). This phenomenon, known as "diaspora," is defined by Safran Several different terms, such as “immigrant,” “ethnic community,” “refugee,” “exile,” and “overseas community,” share the same rough meaning (Tambiah, 2017)
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