Distância psicológica no marketing de produtos nostálgicos para comunidades em diáspora: O caso venezuelano

Autores

DOI:

https://doi.org/10.1590/S0034-759020220103

Palavras-chave:

Marketing de diáspora, e-WOM, dimensões culturais, produtos nostálgicos, teoria do nível de interpretação.

Resumo

Esta primeira revisão sistemática da literatura sobre marketing de diáspora revela que os emergentes estudos têm por principal foco as oportunidades relacionadas ao comércio, turismo e a aculturação de pessoas em diáspora originárias de diversos países com idiomas diferentes em relação a apenas um país anfitrião. Esta pesquisa contribui para uma maior compreensão do comportamento de compra de comunidades em diáspora, especificamente em relação a produtos e serviços nostálgicos, usando
a Teoria do Nível de Interpretação e considerando o caso da comunidade venezuelana em diáspora no contexto internacional mais amplo de cinco países anfitriões: Colômbia, Peru, Chile, Equador e Panamá. Outra contribuição do estudo é o uso de métricas e-WOM derivadas de postagens de publicidade no Instagram. Os resultados mostram que consumidores em diáspora
vivendo em países com níveis mais elevados de individualismo, menor masculinidade e maior distância geográfica de sua terra natal, tendem a apresentar maior consumo de produtos nostálgicos.

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Publicado

2021-12-13

Como Citar

PALOMINO-TAMAYO, W. Distância psicológica no marketing de produtos nostálgicos para comunidades em diáspora: O caso venezuelano . RAE-Revista de Administração de Empresas, [S. l.], v. 62, n. 1, p. 1–19, 2021. DOI: 10.1590/S0034-759020220103. Disponível em: https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/85094. Acesso em: 18 jan. 2022.