Marketing y nostalgia en los migrantes mexicanos en Estados Unidos: consumo y comunicación a distancia

This is an exploratory research (Kerlinger, 2002). In the first stage, 78 Puebla migrants, children of migrants born in the United States (Dreamers), and one of their immigrant parents, who now live in Puebla/New York, were interviewed online using the in-depth interview technique, and the interviews were conducted based on the Nostalgic Marketing Model (Hirai, 2013). And data analysis was conducted through Atlas TI and Nvivo software for qualitative analysis. For the second stage, they empirically analyzed online YouTube channels of Mexican migrants in the U.S. and their identity, who now live in Puebla/New York. And the data analysis was performed through Nvivo (12) for qualitative analysis, from a nostalgia marketing approach based on the model of the Political Economy of the Nostalgia Market. The results are surprising, Puebla migrants living in Puebla York, consume for nostalgia, culture and rootedness. For the desire to reproduce their own customs that allow them to maintain their national identity while living in the United States. Upon their return or visit to Mexico (mainly their children born during the American dream), they take on the role of multicultural or pluricultural consumers (consumers with more than one cultural or ethnic background or association).