The Influence of Ethnic Media Marketing on Entrepreneurial Opportunity Structure of Ethnic Entrepreneurship: The dynamics of Indian diaspora in Australia

The study unfolds the process of entrepreneurial success gained by ethnic entrepreneurs through ethnic media marketing, a media made by or for ethnic communities. The study offers insights into how ethnic media marketing strengthens the opportunity structure of the Indian ethnic entrepreneurship in Australia as well as India. The findings of the study show how the ethnic entrepreneurs engage ethnic media marketing to shape the dynamics of ethnic networks where entrepreneurial opportunities arise. The role of ethnic media marketing approach in sustaining the competitive market position is revealed. The findings of this study have numerous implications for ethnic and mainstream businesses ardent to engage ethnic media for seeking entrepreneurial opportunities in Australia and targeting local consumer markets in their home countries.