Diaspora Marketing Revisited: The nexus of entrepreneurs and consumers

Basit Öğe Kaydı
dc.authorscopusid6506625954
dc.authorscopusid57213921863
dc.contributor.authorSirkeci I.
dc.contributor.authorZeren F.
dc.date.accessioned2024-08-04T20:03:30Z
dc.date.available2024-08-04T20:03:30Z
dc.date.issued2018
dc.departmentİnönü Üniversitesien_US
dc.description.abstractIn this article, we discuss the role of diaspora as a business network and an opportunity window for foreign market entry according to the concept of diaspora market entry or transnational market entry mode. As sources of information on both home and host countries, diasporas offer opportunities and enable entrepreneurs, thus serving as significant social capital resources for foreign investors. Investors may find an easy way to enter mature markets and thus, internationalise at relative ease by the facilitating effect of diaspora presence in a target market. Diasporas, among their many characteristics, are also known for growing a longing for what is "home" or "homeland". Hence, there is a demand for those products and services they used to consume prior to migration abroad (i.e. nostalgic consumption). It takes place at a crossroads of passion for national identity and nostalgic consumption. For diaspora entrepreneurs, the social capital they have means business to satisfy the "nostalgia" demand as well as expanding markets for brands from their countries of origin. © 2018 Transnational Marketing Journal.en_US
dc.identifier.doi10.33182/tmj.v6i2.588
dc.identifier.endpage157en_US
dc.identifier.issn2041-4684
dc.identifier.issue2en_US
dc.identifier.scopus2-s2.0-85057447257en_US
dc.identifier.scopusqualityQ3en_US
dc.identifier.startpage139en_US
dc.identifier.urihttps://doi.org/10.33182/tmj.v6i2.588
dc.identifier.urihttps://hdl.handle.net/11616/91870
dc.identifier.volume6en_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherTransnational Press London Ltden_US
dc.relation.ispartofTransnational Marketing Journalen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectDiaspora entrepreneurshipen_US
dc.subjectDiaspora marketingen_US
dc.subjectNational identitiesen_US
dc.subjectNostalgic consumptionen_US
dc.subjectSocial capitalen_US
dc.titleDiaspora Marketing Revisited: The nexus of entrepreneurs and consumersen_US
dc.typeArticleen_US

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