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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.

Investigates the purchase behavior, attitudes, and beliefs of Hispanic consumers toward direct marketing advertising. As both direct marketing advertising (DMA) and the size of the Hispanic market have grown remarkably, it is surprising how little published research exists documenting DMA’s evaluation by this large and growing ethnic market. Also seeks to understand the differences, if any, between assimilated and less assimilated Hispanics. Implications for advertisers are discussed.

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.

This paper aims to explore different strategies used by brands to target the Hispanic market via social media from the lens of the Spanish language in a multicultural country like the USA.

This study uses a netnographic approach by drawing information from a study of the Facebook pages of 11 brands belonging to different industries.

Companies engage in four levels of cultural identity adaptation using different strategies based on ethnicity: language adaptation, identity elements, identity matching and Latino persona. The study also shows that merely translating Facebook pages do not generate high levels of communitarian interaction.

This study examines different strategies used by brands in the USA to target the Hispanic audience on social media to provide insights for brand managers to develop online engagement.

With the increase in cultural diversity in different countries and the rise of social media platforms, brand researchers need to better understand how cultural identity permeates marketing strategies in online spaces. Social media platforms such as Facebook offer flexible environments where strategies beyond product- and brand-related aspects can be used. This study extends the literature by showing the heterogeneity of cultural identity-based strategies used by companies to ensure customer engagement and brand loyalty and the impact of such strategies on users.

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.

Empirically investigates predicted consumption pattern differences and the importance of brand name, related to specific product categories, between two distinct cultural groups – Hispanics and Anglos. The authors predicted that, due to differences in values and lifestyles of the two groups, intracultural differences would be observed in the level of importance members of each group attached to specific product attributes, the brand name of products, the influence of others on the purchase decision, and the price consumers expected to pay. Descriptive statistics, cross‐tabulations, bivariate correlations, ANOVA and MANOVA procedures provided support for three of the four hypotheses tested. Several managerial implications are drawn from the results and future research suggestions are provided.

The Hispanic market is growing and changing, providing a vital and necessary marketplace for a wide variety of products. Analyses the Hispanic market in the USA, concentrating on advertising. Identifies the Hispanic market through demographic analysis, reviews the manner in which advertisers have portrayed Hispanics, and looks into the tactics which advertisers use in order to market to that inherent market.

In these financially constrained times, should your company spend money developing ways to sell your prod‐ucts or services to Hispanics? Unless you can afford to overlook a booming $171‐billion market, the answer is a resounding yes. The Hispanic market will be even more significant in the coming years; Hispanics are the US's number‐one growth market due to high birth and immigration rates.

The purpose of this paper is to focus on the webnovela, a new type of marketing genre and sentimental serial drama which is popular among immigrants, pivotal to the future of the US Spanish‐language media and informative about its past. No academic research currently exists on this topic.

This paper applies cultural studies, management, new media and marketing theory to the study of the first three webnovelas launched from 2006 to 2011. It analyzes how this new genre fits into the history of sentimental serial drama; how it appeals to Hispanics and to immigrants at their home countries and at their host country as well; and how the US Spanish‐language television and new media address their $900 billion Hispanic consumer market.

This study revealed that although webnovelas are likely to continue being popular as romantic fiction for the new media and profitable as a marketing system, they are unlikely – as operationally defined by this analysis – to be produced independently from the Univision media group in the foreseeable future, even when the entry barriers for competitors are low.

This paper should be of value to those interested in the latest developments in ethnic marketing, narrative theory, interactive marketing, and international business and communications.