Identifying a Theoretical Framework for Diaspora Marketing with Meta Synthesis Approach
Diaspora marketing is a widely used term in international marketing research, but it lacks a cognitive framework to create convergence in extension and semantic interpretation. This study aims to identify a theoretical framework for diaspora marketing with a meta-synthesis approach. The research is applied with a qualitative methodological approach. The statistical population includes diaspora marketing research, the sampling method is judgmental, and the sample size is 47. According to Hoon's meta-synthesis, data analysis includes extracting and coding data, analyzing on a case-specific level, synthesis on a cross-study level, and building theory from meta-synthesis. Findings show that the diaspora marketing theoretical framework has 76 concepts, 21 subcategories and 5 categories. Categories include diaspora evaluation, country of origin evaluation, diaspora marketing process, diaspora marketing outcome for brands and diaspora marketing outcome for country of origin. Although extensions of diaspora marketing are often related to the country of origin brand, its semantic interpretations are influenced by the country of origin evaluation. Also, diaspora marketing outcomes defines in two levels of the country of origin and country of origin brands.
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.