Spanish Speakers Learning the U.S. Marketplace: A Study of Online Forum Use by Spanish and Mexican Travelers

Persistent Link:
http://hdl.handle.net/10150/244397
Title:
Spanish Speakers Learning the U.S. Marketplace: A Study of Online Forum Use by Spanish and Mexican Travelers
Author:
Kahler, Katie Lynn
Issue Date:
May-2012
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
To discover how Spanish‐speaking immigrants and travelers learn about the U.S. marketplace, 4 years of discussion on a traveler forum in Spain was analyzed. The data revealed the role of code switching between English and Spanish, the different aspects of marketplace discussion, and the effects of branding in Spanish. These findings affect the discussion of marketplace topics as well as the travelers' consumer acculturation process within the forum. Interestingly, research demonstrates that this type of forum is not used in Mexico, however, even though both countries speak the same language. Interviews unearthed the major reasons explaining the nonexistence of this phenomenon in Mexico, which are issues with trusting sources of information, geographic location and greater familiarity with the U.S. marketplace, and a smaller opportunity cost associated with traveling to the United States. These cultural and geographic differences affect how the two countries regard the use of online forums and therefore how they learn about shopping in the marketplace as travelers. The business implications of this study are especially useful for the retail industry, particularly in attracting tourists, expanding brand awareness, and communicating promotions to Spanish-speaking countries.
Type:
text; Electronic Thesis
Degree Name:
B.S.B.A.
Degree Level:
bachelors
Degree Program:
Honors College; Marketing
Degree Grantor:
University of Arizona

Full metadata record

DC FieldValue Language
dc.language.isoenen_US
dc.titleSpanish Speakers Learning the U.S. Marketplace: A Study of Online Forum Use by Spanish and Mexican Travelersen_US
dc.creatorKahler, Katie Lynnen_US
dc.contributor.authorKahler, Katie Lynnen_US
dc.date.issued2012-05-
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractTo discover how Spanish‐speaking immigrants and travelers learn about the U.S. marketplace, 4 years of discussion on a traveler forum in Spain was analyzed. The data revealed the role of code switching between English and Spanish, the different aspects of marketplace discussion, and the effects of branding in Spanish. These findings affect the discussion of marketplace topics as well as the travelers' consumer acculturation process within the forum. Interestingly, research demonstrates that this type of forum is not used in Mexico, however, even though both countries speak the same language. Interviews unearthed the major reasons explaining the nonexistence of this phenomenon in Mexico, which are issues with trusting sources of information, geographic location and greater familiarity with the U.S. marketplace, and a smaller opportunity cost associated with traveling to the United States. These cultural and geographic differences affect how the two countries regard the use of online forums and therefore how they learn about shopping in the marketplace as travelers. The business implications of this study are especially useful for the retail industry, particularly in attracting tourists, expanding brand awareness, and communicating promotions to Spanish-speaking countries.en_US
dc.typetexten_US
dc.typeElectronic Thesisen_US
thesis.degree.nameB.S.B.A.en_US
thesis.degree.levelbachelorsen_US
thesis.degree.disciplineHonors Collegeen_US
thesis.degree.disciplineMarketingen_US
thesis.degree.grantorUniversity of Arizonaen_US
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