The Hispanic View of E-mail, Popup, and Banner Advertising

Authors:
Pradeep K. Korgaonkar;Ronnie Silverblatt;Enrique P. Becerra
Affiliations:
Florida Atlantic University, USA;Florida International University, USA;Texas State University, USA
Venue:
International Journal of E-Business Research
Year:
2010

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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-í-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.