Identity Dilemma in Immigrant Consumers: a discourse analysis of diaspora marketing

Purpose - Diasporas of a country of origin are groups interested in country-of-origin scattered in host countries and familiar with markets of host countries. This paper aims to discourse analysis of diaspora marketing researches. Methodology - In judgmental sampling using selected keywords 24 researches in two eras before and after 2010 are selected for discourse analysis. Faircloughs critical discourse analysis model is used to analyze research data. Findings- Two different discourses can be distinguished in diaspora marketing researches. The diaspora niche marketing discourse is focused on penetrating into diaspora niche market. The diaspora marketing strategy discourse is focused on developing into international market using diaspora leverage. Research limitations and implications - Judgmental sampling and lived experience of researchers in a developing country which is usually considered as a diasporas country of origin rather than a diasporas host country limit the generalizability of research results. Practical implications - Understanding the extensions of diaspora marketing concept and diaspora marketing discourses is helpful for designing appropriate strategies for entering and developing in the international market. Originality - this paper investigates extensions of diaspora concept in previous research identifies diaspora marketing discourses and compares dominant diaspora marketing discourse with global marketing discourse.