RT Journal Article
SR Electronic
T1 The Influence of Ethnic Identification in Digital Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 279
OP 291
DO 10.2501/S0021849910091440
VO 50
IS 3
A1 Becerra, Enrique P.
A1 Korgaonkar, Pradeep K.
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/3/279.abstract
AB Hispanic Americans' purchasing power and Internet usage are on the rise, but published research on the influence of Web advertising on their purchase intentions online is still scarce. This study explores Hispanic-American attitudes toward banner, e-mail, pop-up advertising, and purchase intentions and accounts for ethnic identification (i.e., strength of association to the Hispanic culture) and selected demographics. The results vary among the three types of online advertising and indicate that attitudes toward online advertising and purchase intentions online are significantly related to ethnic identification⋯ but not in the expected direction. The major findings and their implications are discussed.