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