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

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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 ... continued below

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Yepez, Jennifer December 2011.

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  • Yepez, Jennifer

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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.

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UNT Theses and Dissertations

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  • December 2011

Added to The UNT Digital Library

  • Oct. 2, 2012, 4:18 p.m.

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  • Nov. 16, 2016, 5:46 p.m.

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Citations, Rights, Re-Use

Yepez, Jennifer. Diffusion Of Location Based Services And Targeting Us Hispanics: A Case Study, thesis, December 2011; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc103415/: accessed August 17, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .