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The Hispanic View of E-mail, Popup, and Banner Advertising
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Author(s): Pradeep Korgaonkar (Florida Atlantic University, USA), Ronnie Silverblatt (Florida International University, USA)and Enrique P. Becerra (Texas State University, USA)
Copyright: 2012
Pages: 14
Source title:
Transformations in E-Business Technologies and Commerce: Emerging Impacts
Source Author(s)/Editor(s): In Lee (Western Illinois University, USA)
DOI: 10.4018/978-1-61350-462-8.ch003
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Abstract
In this paper, the authors broadly investigate Hispanic consumer attitudes and their sociological behaviors toward online advertising. The study documents the correlation between Hispanic attitudes, behaviors, and three types of online advertising that have an effect on cultural distinctions. Additionally, the study compares the group’s attitudes toward TV advertising vis-à-vis the three types of online advertising to compare the two medium’s similarities and differences. Notably, Hispanics favor e-mail advertising and banner advertising over popup advertising, while Hispanics continue to enjoy advertising on television more than any of the three types of Web advertising that this paper will discuss.
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