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.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc103415 |
| Date | 12 1900 |
| Creators | Yepez, Jennifer |
| Contributors | Albarran, Alan B., Sauls, Samuel, Cha, Jiyoung |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Yepez, Jennifer, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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