Ethnic Marketing from a European and Social Sciences Perspective

This Thursday, the 17th of December, IMS-er Joyce Koeman will present a seminar on ethnic marketing at the Faculty of Business and Economics at Macquarie University in Sydney.


Before delving into the ethnic marketing practices and current state-of-the art in ethnic marketing research in Western-Europe, this seminar presents a brief overview of the migration context that has shaped the ethnic-cultural set-up of some Western-European markets today. Building particularly on societal shifts in the Low Countries (the Netherlands and Belgium), the impacts of media uses and representations on the individual are sketched. As media and other socialization agents are found highly relevant to the acculturation and identification processes of ethnic minorities it is advocated that social scientists have a contribution to make in ethnic marketing. While drawing on specific trends in communication sciences (e.g., big data and social network analysis) research ideas for marketing and advertising studies are proposed to discuss and delineate new venues for interdisciplinary and cross-national research.




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