HCBE Faculty Articles

Title

Hispanic-Americans, Mobile Advertising and Mobile Services

Document Type

Article

Date

2015

Publication Title

Journal of Promotion Management

ISSN or ISBN

1049-6491

Volume

21

Issue

1

First Page

107

Last Page

125

Description

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

10.1080/10496491.2014.971211

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