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• W1497332562 abstract "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." @default.
• W1497332562 created "2016-06-24" @default.
• W1497332562 creator A5048377002 @default.
• W1497332562 date "2011-12-01" @default.
• W1497332562 modified "2023-09-26" @default.
• W1497332562 title "Diffusion of location based services and targeting U.S. Hispanics: A case study" @default.
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• W1497332562 hasPublicationYear "2011" @default.
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