In this paper, the authors broadly investigate Hispanic consumer attitudes and their sociological behaviors toward online advertising. The study documents the correlation between Hispanic attitudes, behaviors, and three types of online advertising that have an effect on cultural distinctions....

This study was conducted to help understand the factors involved in building a successful website. A national survey of professionals in the areas of Web site design and development were contacted. Based on past published writings in the literature eight factors were identified as critical to...

The liaison between America Online and Hispanic Publishing Corporation to launch an interactive area called HISPANIC Online attests to the growing importance of the Hispanic consumers to US corporations. Still, little published research exists documenting the evaluation and usage of Web...