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
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...