ScholarOne - Creative Success in Capital-Constrained Contexts: Immigrant
Entrepreneurship in the UAE through Digital Social Marketing
Abstract
This article explores creative lateral thinking in formulating digital
social marketing strategies (DSMS) for Immigrant Entrepreneurs (IEs) in
the UAE, considering capital-constrained contexts. Through qualitative
methods, including interviews with 66 IEs and netnography analysis, two
IE types emerge based on human-cultural capital and digital literacy.
Type 1 (e.g., Transnational Asians, Arab immigrants) with high capital
and IT literacy use entrepreneurial bricolage in mainstream and
break-out markets. Type 2 (e.g., South Asian and East Asian) with low
capital and IT literacy employ frugality and Jugaadi in immigrant
enclave markets. The study introduces a 6-Cs model, providing nuanced
insights into IE behavior.