Diffusion Of Location Based Services And Targeting Us Hispanics: A Case Study

Description:

This study reviews factors that identify U.S. Hispanics as being an ideal target market for adopting Location Based Services (LBS). By using the diffusion of innovation theory, an observed pattern of Hispanics’ adoption of technology, advertisements, smartphones and various smartphone value-added services reveals U.S. Hispanics to be more likely to adopt LBS than non-Hispanics. The study also identifies the top U.S. cell phone wireless providers and analyzes their marketing position towards U.S. Hispanics. AT&T, Sprint, T-Mobile and Verizon are noted as marketing their services to U.S. Hispanics via in-culture messages and campaigns. The four wireless providers also utilize LBS as a profitable tool and market LBS to their customers, regardless of ethnicity.

Creator(s): Yepez, Jennifer
Creation Date: December 2011
Partner(s):
UNT Libraries
Collection(s):
UNT Theses and Dissertations
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Total Uses: 389
Past 30 days: 12
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Creator (Author):
Publisher Info:
Publisher Name: University of North Texas
Publisher Info: www.unt.edu
Place of Publication: Denton, Texas
Date(s):
  • Creation: December 2011
Description:

This study reviews factors that identify U.S. Hispanics as being an ideal target market for adopting Location Based Services (LBS). By using the diffusion of innovation theory, an observed pattern of Hispanics’ adoption of technology, advertisements, smartphones and various smartphone value-added services reveals U.S. Hispanics to be more likely to adopt LBS than non-Hispanics. The study also identifies the top U.S. cell phone wireless providers and analyzes their marketing position towards U.S. Hispanics. AT&T, Sprint, T-Mobile and Verizon are noted as marketing their services to U.S. Hispanics via in-culture messages and campaigns. The four wireless providers also utilize LBS as a profitable tool and market LBS to their customers, regardless of ethnicity.

Degree:
Level: Master's
PublicationType: Thesi
Language(s):
Subject(s):
Keyword(s): U.S. Hispanics | mobile marketing | location-based services
Contributor(s):
Partner:
UNT Libraries
Collection:
UNT Theses and Dissertations
Identifier:
  • ARK: ark:/67531/metadc103415
Resource Type: Thesis or Dissertation
Format: Text
Rights:
Access: Public
Holder: Yepez, Jennifer
License: Copyright
Statement: Copyright is held by the author, unless otherwise noted. All rights Reserved.