Culturally customizing websites for US Hispanic online consumers

Singh, N and Baack, D and Pereira, A and Baack, D (2008) Culturally customizing websites for US Hispanic online consumers. Journal of Advertising Research, 48 (2). pp. 224-234.

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Abstract

The U.S. Hispanic online market consists of the most affluent and educated members of the U.S. Hispanic population. The segment is large, increasing in size, and its members prefer culturally-adapted marketing messages. Currently, no frameworks are available to help marketers culturally customize websites for U.S. Hispanics. The objective of this study is to address this gap. The goals are to identify the ways in which Hispanic preferences for web design elements differ, and to explore how these preferences vary based on acculturation. The results indicate that Hispanics have culturally-rooted preferences for web content and that acculturation levels are important segmentation variables.

Affiliation: Saint Louis University, USA
ISB Creators:
ISB CreatorsORCiD
Pereira, AUNSPECIFIED
Item Type: Article
Subjects: Marketing
Information Technology and Economy
Depositing User: Users 11 not found.
Date Deposited: 17 Jun 2015 17:50
Last Modified: 17 Jun 2015 19:26
URI: http://eprints.exchange.isb.edu/id/eprint/425
Publisher URL: http://doi.org/10.2501/S0021849908080264
Publisher OA policy: http://www.sherpa.ac.uk/romeo/issn/0021-8499/
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