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Notes that the rise in the US Hispanic population has attracted a lot of interest in the marketing of products to them. Summarizes that traditionally marketers have viewed Hispanics as a distinct marketing segment. Examines studies of Hispanic consumers and suggests that differences between Hispanic and non‐Hispanic consumers are in reality quite small. Recommends that customer segmentation methods not based on ethnicity have as much chance of success as “Hispanic‐oriented” methods.

Purpose ‐ The purpose of this article is to highlight and describe information resources on Hispanic marketing for practitioners and scholars in the field – as well as librarians collecting resources in the Communication and Business subject areas. Design/methodology/approach ‐ This article provides an overview of Hispanic marketing resources that were published within the last ten years. A few key sources on Hispanic culture and Hispanic statistics are included for a holistic picture of the Hispanic impact in the US consumer market. Findings ‐ The paper reveals that marketers and advertisers are keeping a close eye on the Hispanic consumer market as the Hispanic population in the US continues to increase. Yet, there are few scholarly sources examining and discussing Hispanic marketing communication. Originality/value ‐ With only a handful of information sources on Hispanic marketing communication, it is eminent to get scholarly research that teaches our future generations of marketers to conduct leading research and serve as an innovative resource for the Hispanic marketing industry.

The United States has experienced a dramatic increase in the Hispanic population. This study is designed to discover the extent to which Hispanics have acculturated into American socieity. The results indicate that there is a significant difference between Euro‐Americans and Hispanic Americans in terms of ethnic identity. It seems that Hispanics have not fully acculturated into American culture. Implications for management are suggested regarding relevant organizational issues that are unique to Hispanics in the workforce.

Aims to determine whether the level of acculturation experienced by Hispanics influences purchase decisions (brand, location, paint color) of household paint.

A telephone survey was conducted to determine the extent to which husbands influenced the purchase of household paint. Hispanic and Anglo responses were compared. Additional data were collected to determine the level of acculturation of the consumer.

The findings indicate no difference between Hispanic and Anglo patterns. There was also no difference between Hispanics high in acculturation (HHIA) and Hispanics low in acculturation (HLIA) in male dominance of purchase decisions.

One of the limitations of the study deals with the newest immigrants. Those Hispanics who have recently immigrated may not have an established address or telephone number, so this group may not be adequately represented.

In determining influence for paint‐related products, gender may be a better segmentation factor than level of acculturation.

The results of this study are contrary to prior research. Perhaps, as suggested by Belch and Willis, men are losing their influence in purchase decisions owing to the internal changes that have occurred over time in US families. A strong contribution that this study makes to the current consumer acculturation research is that one should not make general statements about Hispanics and the acculturation process.

Despite the abundance of research on work social support and work-family conflict, the generalizability of these relationships to immigrant and non-immigrant Hispanics is still unknown. Based on role and cultural theories, the purpose of this paper is to provide an empirical examination of these relationships within this growing yet understudied population.

Survey data were collected from a diverse sample of employed immigrant and non-immigrant Hispanics from a broad set of occupational groups within Miami, Florida (USA). Structural equation modeling (SEM) was used to test hypotheses. Multi-group analyses were conducted to test for differences in model fit and parameter estimates between the immigrant and non-immigrant subgroups.

The hypothesized model fit the data well, with a significant positive relationship between perceived organizational social support and perceived supervisor social support, a significant negative relationship between perceived organizational social support and work-to-family conflict, and a significant negative relationship between perceived supervisor social support and family-to-work conflict. Multi-group SEM, which offered acceptable model fit, suggests that perceived organizational social support is associated with reduced work-family conflict for immigrant but not for non-immigrant Hispanics, and perceived supervisor social support is associated with reduced work-family conflict for non-immigrant but not for immigrant Hispanics.

Cross-sectional data do not allow for strong causal interpretations.

Perceived work social support is an important indicator of work-family conflict for both immigrant and non-immigrant Hispanics, although specific relationships can differ based on immigration status.

Few studies have investigated differences in work-family conflict between non-immigrant and immigrant Hispanics.

Although there has been considerable research on entrepreneurship (Rauch and Frese, 2000), there has been limited research on Hispanic entrepreneurs (e.g. Peterson, 1995; Shinnar and Young, 2008; Zarrugh, 2007), and much of the literature has been atheoretical or fragmented. Therefore, this paper uses an existing model of entrepreneurship (Baron and Henry, 2011) to understand and explain the factors related to the behaviors of Hispanic entrepreneurs. The purpose of this paper is to consider the literature on Hispanic entrepreneurs relevant to each stage in the model, and presents testable hypotheses to guide future research on the issue.

In order to uncover the research on Hispanic entrepreneurs several databases were searched including ABI Inform, PsyArticles, and ProQuest. In addition, a review of key entrepreneurship and Hispanic journals (e.g. Hispanic Journal of Behavioral Science) was conducted. Relevant papers from 1980 to date were included.

Significant research on ethnic entrepreneurship has been conducted, especially on the personal characteristics of entrepreneurs. The extant literature, however, has been primarily atheoretical and lacks empirical evidence to support a consensus regarding the findings. The authors provide a model to guide research on Hispanic entrepreneurs.

Research revealed that Hispanics may be more likely to start new businesses, but also more likely to fail than Anglos (Sullivan, 2007). As a result, this paper highlights the potential obstacles affecting the behavior of Hispanic entrepreneurs, and considers a number of practical implications for enhancing their success rates.

Hispanics are the fastest growing minority group in the USA, and entrepreneurship often provides a springboard for their economic advancement and social integration (Wang and Li, 2007). As a result, the present paper has important implications for increasing the success rates and integration of Hispanics in US society. It may also have key implications for policy makers who are trying to identify strategies for increasing the number of Hispanic new business ventures in our society.

The authors believe that this paper adds value to the literature because it uses a theoretical model to explain the factors thought to affect the behavior of Hispanic entrepreneurs. Also, it identifies a number of avenues for future research on the topic. Even though there has been some research on Hispanic entrepreneurs, the authors believe that the current framework will identify the key gaps in the literature and foster additional research.

This study examines the impact of college education on incorporated and unincorporated self-employments. It specifically compares the effects on African Americans and Hispanics with the effects on Whites.

The study sample was drawn from the US Current Population Survey between 1989 and 2018. Based on a sample size of 1,657,043 individuals, this study employed logit regression models to test the hypotheses. Racial variations were examined using African Americans and Hispanics as moderators.

The results suggest that college education increases incorporated self-employment and reduces unincorporated self-employment. The impact of college education on incorporated self-employment is stronger for African Americans and Hispanics than for Whites. In contrast, its effect on unincorporated self-employment is stronger for Whites than for African Americans and Hispanics.

The findings provide empirical evidence of how college experience changes the motivation of starting an incorporated or unincorporated business. The results suggest that college education impacts African Americans and Hispanics differently than Whites in pursuing their career path of entrepreneurship.

It is the first study that examines the relationship between college education and incorporated/unincorporated self-employment. It also sheds light on radical variations.

The purpose of this paper is to examine both the Latino/Hispanic entrepreneurs’ social media adoption (SMA) for business purposes and the influence of culture on personal versus business social network platform (SNP) selection.

The Technology Acceptance Model’s (TAM) factors of perceived usefulness (PU) and perceived ease of use (PEU) as drivers of Latino/Hispanic entrepreneurs’ social network platform selection are examined as well as the effect of SMA on revenue. Data was collected from 633 small business owners across the United States via an online survey administered in English and Spanish.

Results indicate that Latino/Hispanic business owners use personal SNP more than business SNP for business purposes. PU and PEU were not found to predict personal SNP for Latino/Hispanic entrepreneurs. However, for Non-Latino/Hispanics, PU was significant while PEU was marginally significant. Findings for PU and PEU as predictors of business SNP indicate similar results for both Latino/Hispanic and non-Latino/Hispanic entrepreneurs, where only PEU was significant. Finally, there was no relationship between either business or personal SNP and revenue for either Latino/Hispanic or non-Latino/Hispanic entrepreneurs.

This research provides more insight into Latino/Hispanic entrepreneurs’ self-directed engagement in personal SNP (Facebook) and business SNP (LinkedIn) for business purposes and invites future research in this population to further examine cultural influence and business performance. The findings support the need for Latino/Hispanic entrepreneurs’ strengthening their competency in social media usage to remain competitive, as doing so will enhance their capability for building customer relationships, brand development, and equity financing.

This investigation 1) examines SMA’s role in Latino/Hispanic small and medium enterprises (SMEs); 2) distinguishes between personal and business social network platforms; 3) investigates TAM’s relevance for Latino/Hispanic entrepreneurs’ use of social media for business; and 4) explores SME social media usage as a predictor of revenue. We seek to provide practitioners with a greater understanding of how they may influence business success and sustainability through better competency development and usage of social media platforms.

To provide financial service marketers with information useful in targeting and marketing financial services to Hispanic American consumers.

It profiles the changing demographics of the Hispanic American financial services market and, utilizing data from the Survey of Consumer Finances, tests three hypotheses to compare financial service consumption patterns of Hispanics with those of non‐Hispanic whites.

The paper shows that the Hispanic American segment has grown in size and importance over the last decade, but that Hispanics differ markedly from their non‐Hispanic White counterparts in terms of financial product preferences and investment asset portfolio composition. Further, Hispanic Americans trail their non‐Hispanic White counterparts in terms of breadth and depth of financial holdings, particularly in the area of more risky but historically higher return asset categories.

This study examines the results of financial decisions at one point in time. Future research could involve primary studies to determine whether, financial consumption behavior changes in Hispanics over time, as they become more acculturated, and why Hispanics favor liquid short‐term assets to more risky, but potentially higher returning, longer‐term instruments.

The article provides value to financial service providers by highlighting opportunities in the Hispanic American market and offering suggestions for more effectively marketing to the Hispanic community. Among the suggestions are recognizing and reflecting the importance of emotional positioning in financial services promotion, employing both Spanish and English language communications, and sponsoring Hispanic community‐based programs to build brand awareness and loyalty.

The purpose of this study is to investigate Hispanic consumers' use of personal and impersonal information sources and to examine age and gender differences in the use of those information sources.

A structured questionnaire was developed to collect the data. Pillai's trace multivariate analyses of variance were used to examine the main effects of age and gender differences in the use of personal and impersonal information sources.

The degree to which personal information sources were used varied across age groups. When making a purchase decision on clothing items, the respondents' use of their mothers and friends as personal information sources differed significantly across age groups. Males and females varied in their use of their fathers, sisters, and other female family members as personal information sources. The degree to which impersonal information sources were used also varied across age groups. When gathering ideas about what clothing items to purchase, the use of fashion magazines as impersonal information sources differed significantly across age groups. In addition, males and females varied in their use of store displays and television advertisements as impersonal information sources.

The study may provide guidance in developing effective and strategic promotion direction and in selecting proper media advertising in an effort to target Hispanic consumers in the USA. Marketers can use this information to determine advertising media allocation in effectively reaching Hispanic consumers.

Considering the unprecedented growth in the population and the purchasing power of Hispanics, marketers need to analyze Hispanic consumers' use of information sources in their shopping behaviors in order to determine effective marketing and media planning. However, little is known about how Hispanic consumers' use of information influences their shopping behaviors. This study offers insights for apparel retailers in building effective promotional strategies for reaching Hispanic consumers.