ScholarOne - Creative Success in Capital-Constrained Contexts: Immigrant Entrepreneurship in the UAE through Digital Social Marketing

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.