From ethnic ties to marketing assets: strategies for developing customer relationships in migrant-owned microbusinesses

Abstract

Purpose This study aims to investigate the strategies employed by migrant-owned microbusinesses (MOMBs) to enhance the mobilisability of their ethnic diaspora ties with co-ethnic customers in order to build long-term customer commitment. Design/methodology/approach We conducted a 15-month ethnographic study of MOMBs in the UK. Our study involved observations of 16 businesses and migrant online communities and interviews with owners and customers. This methodology allowed us to closely examine how these businesses initiate, nurture and maintain relationships with co-ethnic customers and to identify effective strategies. Findings Our research identifies six strategic components of MOMBs for transforming ethnic ties into marketing-oriented ties within the diaspora context. We show how their effectiveness depends on customers’ attitudes toward ethnic identity, the social context and the social location of both parties. Finally, we outline how these ties uniquely contribute to customer commitment. Originality/value By developing an ethnicity-informed commitment framework based on ethnic studies and relationship management literature, we unravel (1) The strategies for transforming ethnic ties into marketing-oriented ethnic ties within the diaspora context and (2) The mechanisms through which ethnic ties contribute to customers’ long-term affective, continuance and normative commitment.

Publication DOI: https://doi.org/10.1108/imr-03-2024-0087
Divisions: College of Business and Social Sciences > Aston Business School > Aston India Centre for Applied Research
College of Business and Social Sciences
Aston University (General)
Additional Information: Copyright © 2025 Emerald Publishing Limited. This AAM is deposited under the CC BY-NC 4.0 licence. Any reuse is allowed in accordance with the terms outlined by the licence. To reuse the AAM for commercial purposes, permission should be sought by contacting permissions@emeraldinsight.com
Publication ISSN: 1758-6763
Last Modified: 03 Oct 2025 07:51
Date Deposited: 25 Sep 2025 13:31
Full Text Link:
Related URLs: https://www.eme ... sets-strategies (Publisher URL)
PURE Output Type: Article
Published Date: 2025-09-25
Published Online Date: 2025-09-25
Accepted Date: 2025-09-01
Authors: Qin, Shuai (ORCID Profile 0000-0002-3532-414X)
Chen, Xiaolan

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Version: Accepted Version

License: Creative Commons Attribution Non-commercial


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