Nothing Special   »   [go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/aza/jcms00/y2015v1i1p54-63.html
   My bibliography  Save this article

Harnessing the power of Facebook to target the Hispanic consumer: An automobile and QSR analysis

Author

Listed:
  • Staples, Edward
  • H. D. Fowler, Tiama
Abstract
Capturing the Hispanic share of wallet is increasingly important for brands, yet many struggle to make resonant, authentic connections to this market. As the US Hispanic population and its purchasing power grow to record proportions, the use of social media has become increasingly important. Leveraging social data as part of a digital marketing strategy can help marketers gain meaningful insights into Hispanic consumers to drive ROI. The ability to match social Big Data with well-profiled consumers is the key to effectively leveraging social media. The following two studies — the first investigating Hispanic brand fans of two major automakers, the second investigating Hispanic brand fans of three quick-serve restaurants — utilise Lightspeed GMI’s social media intelligence tool, Context, to glean insights into Hispanic consumers. The research tests the hypothesis that corporations can effectively reach Hispanic consumers and formulate authentic content strategies through social media data, revealing insights into the unique tastes and preferences of this fast-growing segment.

Suggested Citation

  • Staples, Edward & H. D. Fowler, Tiama, 2015. "Harnessing the power of Facebook to target the Hispanic consumer: An automobile and QSR analysis," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 1(1), pages 54-63, August.
    • Handle: RePEc:aza:jcms00:y:2015:v:1:i:1:p:54-63
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/2287/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/2287/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Hispanic marketing; ethnic marketing; digital marketing; trends; multicultural; Facebook; social media; online marketing; profiled panel;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jcms00:y:2015:v:1:i:1:p:54-63. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.