The Influence of Ethnic Identification in Digital Advertising: How Hispanic Americans' Response to Pop-Up, E-Mail, and Banner Advertising Affects Online Purchase Intentions

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.

The Influence of Ethnic Identification in Digital Advertising: How Hispanic Americans Response to Pop-Up, E-Mail, and Banner Advertising Affects Online Purchase Intentions

Enrique P. Becerra

Texas State University

Pradeep K. Korgaonkar

Florida Atlantic University

INTRODUCTION

The U.S. Hispanic population represents 15 percent of the total U.S. population, and it is expected to more than double, from approximately 44 million in 2007 to 102 million by 2050 (U.S. Census Bureau, 2008). U.S. Hispanic purchasing power also is increasing rapidly, and a large portion is spent online (Interactive Advertising Bureau, 2006). According to various reports, about half of Hispanic Americans use the...

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