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Article published In: The Journal of Internationalization and Localization
Vol. 1 (2009) ► pp.4–39

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Interactive Food & Beverage Marketing

Targeting Latino Youth in the Digital Age

 | University of the Pacific School of International Studies
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Available under the Creative Commons Attribution-NonCommercial (CC BY-NC) 4.0 license.

For any use beyond this license, please contact the publisher at rights@benjamins.nl.

Published online: 26 May 2015
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https://doi.org/10.1075/jial.1.01gon
Recent interest in U.S.-based Latino/Hispanic populations and their cultures has led to fruitful research and increased attention. Comprehensive books on Hispanic marketing have been made available by multicultural marketing experts. Marketing that targets Latino/Hispanic youth has become a promising, specialized, and lucrative field. This study shows how cultural research has been utilized by marketers to target young Latinos/Hispanics, who are the most susceptible members of the ethnic group to new trends in technology. It investigates the type of cultural knowledge that marketing researchers are using to target Latino/Hispanic youth and the effectiveness of their interactive advertising campaigns. It also explores how the ever-growing access to digital media changes the way the food and beverage companies do business with Latino/Hispanic youth.
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