1887
Volume 1, Issue 1
  • ISSN 2032-6904
  • E-ISSN: 2032-6912

Abstract

Recent interest in U.S.-based Latino/Hispanic populations and their cultures has led to fruitful research and increased attention. Comprehensive books on Hispanic marketing have been made available by multicultural marketing experts. Marketing that targets Latino/Hispanic youth has become a promising, specialized, and lucrative field. This study shows how cultural research has been utilized by marketers to target young Latinos/Hispanics, who are the most susceptible members of the ethnic group to new trends in technology. It investigates the type of cultural knowledge that marketing researchers are using to target Latino/Hispanic youth and the effectiveness of their interactive advertising campaigns. It also explores how the ever-growing access to digital media changes the way the food and beverage companies do business with Latino/Hispanic youth.

This article is made available under a CC BY-NC 4.0 license.

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/content/journals/10.1075/jial.1.01gon
2009-01-01
2019-10-18
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References

http://instance.metastore.ingenta.com/content/journals/10.1075/jial.1.01gon
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  • Article Type: Research Article
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