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

Conteúdo do artigo principal

Walter Palomino-Tamayo

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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Detalhes do artigo

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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: 23 maio. 2022.
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