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Web advertising and Hispanics

Pradeep Korgaonkar (InternetCoast Institute Adams Professor of Marketing, College of Business, Florida Atlantic University, Fort Lauderdale, Florida, USA)
Ronnie Silverblatt (Associate Professor, College of Business, Florida International University, University Park, Miami, Florida, USA)
Bay O’Leary (PhD Candidate in Marketing, College of Business, Florida Atlantic University, Fort Lauderdale, Florida, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 April 2001

4571

Abstract

The liaison between America Online and Hispanic Publishing Corporation to launch an interactive area called HISPANIC Online attests to the growing importance of the Hispanic consumers to US corporations. Still, little published research exists documenting the evaluation and usage of Web advertising by this growing segment of the US population. Applying Pollay and Mittal’s seven‐factor advertising beliefs model, the authors explore the Hispanic Web users’ beliefs, attitudes, and use of Web advertising. The seven belief factors regarding Web advertising, as well as attitudes and demographic factors, of the Hispanic respondents were studied in three usage contexts of Web advertising: the attention subjects paid to Web advertisements; the frequency of subjects clicking on Web advertisements; and the frequency of subjects leaving Web sites. Multivariate discriminant analysis suggests that the seven belief factors and the attitude factor, along with age and income levels, are significantly correlated with the three usage contexts of Web advertising. The study results and implications for Web advertisers are discussed.

Keywords

Citation

Korgaonkar, P., Silverblatt, R. and O’Leary, B. (2001), "Web advertising and Hispanics", Journal of Consumer Marketing, Vol. 18 No. 2, pp. 134-152. https://doi.org/10.1108/07363760110386009

Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited

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