HYBRID BUSINESS MODELS IN DIGITAL MARKETING

Abstract

Contemporary developments in the digital economy increasingly highlight the importance of the diaspora as a valuable economic, business, and communication resource for countries of origin. However, existing mechanisms for connecting diaspora communities with domestic markets often remain fragmented, insufficiently personalized, and largely confined to traditional institutional or promotional channels. Within this context, digital marketing and artificial intelligence (AI) create opportunities for developing hybrid business models that integrate digital platforms, data analytics, automated communication, and human networks of trust. This paper aims to examine the role of AI-supported hybrid business models in digital marketing as a mechanism for strengthening economic connectivity between diaspora communities and their countries of origin. Particular attention is devoted to exploring how artificial intelligence can facilitate diaspora segmentation, personalized communication, predictive identification of business interests, and more effective engagement among market participants, investors, and institutional stakeholders. The anticipated findings suggest that AI can serve as a catalyst for transforming existing approaches to diaspora engagement, particularly through more precise audience targeting, automated customer support, behavioral analytics, the development of personalized offerings, and the establishment of more sustainable digital business ecosystems. Hybrid business models enable the integration of technological efficiency with the social capital embedded within diaspora networks, thereby enhancing opportunities for investment, exports, tourism, knowledge transfer, philanthropy, and the development of entrepreneurial initiatives. The significance of this study lies in its conceptualization of the diaspora not merely as a demographic or institutional phenomenon but as an active economic segment that can be strategically engaged through digital marketing and AI-driven systems. The implications of the study are relevant to policymakers, chambers of commerce, marketing agencies, investment networking platforms, and businesses seeking to develop more effective strategies for communication, economic engagement, and collaboration with diaspora communities.