AN EMPIRICAL EXAMINATION OF FACEBOOK USE BY HISPANICS AND NON-HISPANICS

摘要

Social media has become a communications platform for brands to interact with customers. Few studies have tested how more than 50 million US Hispanics use social media. This paper investigates how Hispanics interact with social media, such as Facebook, and examines how Hispanics spend more on products or services after seeing advertising. Using an exploratory survey to collect data from Facebook users, we consider consumer behaviors, including a comparison of those who say they bought more after seeing the ads with those who did not buy more after seeing the ads. The authors determine whether the use of the Facebook ads increases the propensity to purchase products. We compare those who self-select as Hispanic vs. non-Hispanic, and consider the language preferences. Lastly, we make recommendations after analyzing the findings and describe what marketers need to know about Hispanics and social media.