Qualitative analysis explores immigrant influencers’ experiences in navigating their professional marketing journey, indicating key cultural insights.
Legal immigration decisions in the current political climate are a quagmire. Rising tensions and changing policies around immigration in Canada have created an environment of heightened uncertainty and information gaps. Immigrant influencers represent a mechanism to overcome some challenges faced by potential migrants; however, they remain under-researched. This paper describes the professionalization journey of immigrant influencers in Canada. Using an interpretative phenomenological approach, twenty-one semi-structured in-depth interviews were conducted with Canada-based Latin American immigrant social media influencers. Their cultural rationales and outlooks provide evidence to construct a professional marketing journey. Implications, institutional impacts and future research are discussed.
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Valle et al. (2026) studied this question.
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