Hispanic-Americans, Mobile Advertising and Mobile Services

Author(s)

Maria Petrescu, Nova Southeastern UniversityFollow
Eric Karson
Pradeep K. Korgaonkar

ORCID

Maria Petrescu0000-0002-4261-6773

Document Type

Article

Publication Title

Journal of Promotion Management

ISSN

1049-6491

Publication Date

2015

Abstract/Excerpt

The literature on marketing to Hispanics and the use of mobile-based marketing methods continues to grow. However, to our knowledge, no research has been published on Hispanic use and acceptance of mobile marketing channels; this research addresses that gap. The study investigates various aspects of mobile channel services including advertising among Hispanic-Americans and non-Hispanic-Americans. The results indicate significant differences between Hispanic-Americans and others in the usage of mobile services, satisfaction with mobile services, and attitudes toward mobile advertising, as well as within Hispanic-Americans based on their strength of ethnic identification. The managerial and theoretical implications are discussed.

DOI

https://doi.org/10.1080/10496491.2014.971211

Volume

21

Issue

1

First Page

107

Last Page

125

NSUWorks Citation

Petrescu, Maria; Karson, Eric; and Korgaonkar, Pradeep K., "Hispanic-Americans, Mobile Advertising and Mobile Services" (2015). HCBE Faculty Articles. 656.
https://nsuworks.nova.edu/hcbe_facarticles/656