“If You Mess up This Tweet...”: Hispanic Voices on Promoted Twitter Content

• In Event: ICA Interactive Paper/Poster Session I
  In Interactive Poster Session: Public Relations Interactive Poster Session

Abstract

Research demonstrates that Hispanic users are one of the largest groups of consumers on Twitter, yet little is known about their reaction, use, or adoption of promoted advertising and content. As one of the largest and fastest growing consumer segments in the world, studying digital consumer behavior is critical to understanding how the group may react to promotional strategies as well as how academics and practitioners design and implement tactics. To specifically look at Hispanic use of Twitter, 5,500 promoted tweets and replies in Portuguese and Spanish (geo-tagged from the United States, Latin, and South America) from January 1, 2015 to June 30, 2017 are studied using discursive methodologies. Three discourses are identified and six best practices are discussed for organizations attempting to engage Hispanic consumers using promoted content. The study holds findings for those studying digital promotions, Hispanic consumers, and social media engagement.

Authors

• Alison N. Novak, Rowan University

• Kristine Johnson, Rowan U

• Bokyung Kim, Rowan U