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.
Full text not available from this repository. (Request a copy)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 Creiators: |
ISB Creators ORCiD Pereira, A UNSPECIFIED |
| 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/ |
| Related URLs: |
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