Ethnic marketing to the global millennial consumers: Challenges and opportunities

Licsandru, T.C. and Cui, C. 2019. Ethnic marketing to the global millennial consumers: Challenges and opportunities. Journal of Business Research. 103, pp. 261-274. https://doi.org/10.1016/j.jbusres.2019.01.052

TitleEthnic marketing to the global millennial consumers: Challenges and opportunities
TypeJournal article
AuthorsLicsandru, T.C. and Cui, C.
Abstract

This paper reports on an exploratory interpretivist study of global millennial consumers' subjective interpretations of ethnic targeted marketing communications in a multicultural marketplace. Although millennials are the most ethnically diverse generational cohort that has ever existed, little is known about their interpretation of ethnicity depiction in advertising and how they draw from advertising imagery to infer their ethnic identity, social acceptance and inclusion in a culturally diverse society. Within the broader context of the global consumer culture, this paper draws on theories of social identity, persuasion and multiculturalism to investigate whether ethnic marketing is still applicable to reach the diverse millennial consumers. In-depth interviews with the photo elicitation technique were conducted with an ethnically heterogeneous sample of twenty-three millennial individuals in the UK. The findings show that ethnic millennials' multicultural identities cannot be primed through mono-ethnic targeted messages, whereas multi-ethnic embedded marketing communications provide a more effective access for the ethnically diverse millennial consumers in the modern society and can potentially be a viable solution towards enhanced wellbeing and lower prejudice. This study contributes to insights into millennial consumers' experience in the multicultural marketplace, the sociocultural meanings of ethnic advertising and the opportunities and challenges of reaching to this diverse audience.

KeywordsEthnic marketing
Global consumer culture
Millennials
Multicultural
JournalJournal of Business Research
Journal citation103, pp. 261-274
ISSN0148-2963
Year2019
PublisherElsevier
Publisher's version
License
CC BY 4.0
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2019.01.052
Web address (URL)http://dx.doi.org/10.1016/j.jbusres.2019.01.052
Publication dates
Published23 Feb 2019
Published in printOct 2019

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