Harnessing the power of Facebook to target the Hispanic consumer: An automobile and QSR analysis

Edward Staples and Tiama H. D. Fowler

Journal of Cultural Marketing Strategy, 2015, vol. 1, issue 1, 54-63

Abstract: Capturing the Hispanic share of wallet is increasingly important for brands, yet many struggle to make resonant, authentic connections to this market. As the US Hispanic population and its purchasing power grow to record proportions, the use of social media has become increasingly important. Leveraging social data as part of a digital marketing strategy can help marketers gain meaningful insights into Hispanic consumers to drive ROI. The ability to match social Big Data with well-profiled consumers is the key to effectively leveraging social media. The following two studies — the first investigating Hispanic brand fans of two major automakers, the second investigating Hispanic brand fans of three quick-serve restaurants — utilise Lightspeed GMI’s social media intelligence tool, Context, to glean insights into Hispanic consumers. The research tests the hypothesis that corporations can effectively reach Hispanic consumers and formulate authentic content strategies through social media data, revealing insights into the unique tastes and preferences of this fast-growing segment.

Keywords: Hispanic marketing; ethnic marketing; digital marketing; trends; multicultural; Facebook; social media; online marketing; profiled panel (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2015
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