Decolonizing consumer research: Re-thinking qualitative research methods with African immigrants

Juliet John Inyang, Sandra Smith, Department of Management and International Business, University of Auckland, New Zealand, Department of Marketing, University of Auckland, New Zealand

Marketing Theory

Published online on April 08, 2026

Abstract

Marketing Theory, Ahead of Print.
When researching the experiences of African minorities as immigrants, using authentic or indigenous methodologies requires a deep understanding of both the socio-cultural dimensions of migration and the exclusionary structures within the marketplace. We ...