Online from: 1986
Subject Area: Management Science/Management Studies
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|Author(s):||Tomás A. López-Pumarejo, (Department of Finance and Business Management, Brooklyn College School of Business, New York, USA)|
|Citation:||Tomás A. López-Pumarejo, (2012) "The |
|Keywords:||Hispanics, Internet, Marketing strategy, Narratives, New media, Serial drama, Spanish language, United States of America, Visual media, Webnovelas|
|Article type:||Research paper|
|DOI:||10.1108/19355181211217634 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||The author thanks those who made possible the presentation of this research at events that they organized: Federico Subervi-Vélez, Director of The Center for the Study of Latino Media and Markets, Texas State University-San Marcos and organizer of Assessing the State of Spanish-Language Media Conference (February 2009); Lorenzo Vilches, Director of the Graduate Program of Film and Television Scriptwriting of the Autonomous University of Barcelona (UAB) and organizer of the Seminar: New Markets and Fiction Content for the Crisis, UAB School of Communications Sciences (April, 2009); and Nora Mazziotti (Universidad Nacional De la Matanza, Buenos Aires) and coordinator of the academic division of the International Television Festival and Market (fymti.mdp), Mar del Plata, Argentina (September, 2010). The author also thanks Professor Linda and Hershey Friedman (City University of New York's Baruch College and Brooklyn College's Schools of Business, respectively) for their insights on business and the new media, and Charles Edward Oliver, Department of Philosophy and Religious Studies, Pace University, New York, for his editorial assistance.|
Purpose – The purpose of this paper is to focus on the
Design/methodology/approach – This paper applies cultural studies, management, new media and marketing theory to the study of the first three
Findings – This study revealed that although
Originality/value – This paper should be of value to those interested in the latest developments in ethnic marketing, narrative theory, interactive marketing, and international business and communications.
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