Dou, Wenyu; Yoo, Boonghee; Liangyu, Ma - In: International Marketing Review 20 (2003) 6, pp. 661-677
The emergence and diffusion of the Internet has prompted a surge in web portal sites that are designed to meet the … specific needs of ethnic Internet users who are not native English speakers. These ethnic portal sites may be set up by global … these sites, they tend to have different operating philosophies and varying appeals to ethnic Internet users. In this study …
