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Motivations and Narratives of Canadian Immigrant Influencers

Date

2023-06-28

Journal Title

Journal ISSN

Volume Title

Publisher

ORCID

0009-0006-2471-5424

Type

Thesis

Degree Level

Masters

Abstract

This research study uncovers the phenomena of social media influence within the Canadian legal immigration context. Aligning with an interpretative phenomenological approach, twenty-one personal semi-structured in-depth interviews were conducted with Canada-based Latin American social media influencers (SMIs) to access their lived experiences and perspectives. This study revealed how the immigration landscape and acculturation process encouraged Latino immigrants to undertake a role as opinion leaders and follow a professional journey in which the level of expertise defines the types of motivations and goals that drive them to perform this social media practice within the immigration approach. The findings present evidence of an intangible consumption context that is being digitally promoted as a lifestyle value proposition collectively co-created and communicated before, during, and after the immigration consumption process. Furthermore, this research explains how SMI’s content is structured with stories about their own experiences and cultural resources which are also developed as localized and customized narratives. Theoretical implications associated with the findings are offered, as well as future research, and managerial and public policy connotations.

Description

Keywords

Canadian legal immigration, social media influencer, Latin America, acculturation, immigration, lifestyle value proposition, co-creator consultant SMI, cultural resources, immigration narratives, immigration mythology, intangible marketing

Citation

Degree

Master of Science (M.Sc.)

Department

Edwards School of Business

Program

Marketing

Part Of

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DOI

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