Web advertising and Hispanics
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
:MCB UP Ltd
Copyright © 2001, MCB UP Limited