Hispanic-Americans,Mobile Advertising and Mobile Services |
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Authors: | Pradeep Korgaonkar Maria Petrescu Eric Karson |
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Institution: | 1. Florida Atlantic University, Davie, Florida, USA;2. Nova Southeastern University, Davie, Florida, USA;3. Villanova University, Philadelphia, Pennsylvania, USA |
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Abstract: | 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. |
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Keywords: | mobile commerce mobile advertising Hispanic marketing |
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