Facebook is the yellow pages of today': South Texas Hispanic business administrator social media utilizations, relevancies, and concerns




Nava, Ismael Josue'


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The Hispanic population is currently rising to be the most populous ethnicity and is stated to become one of the most powerful economic forces in the United States. Although persons of the Hispanic ethnicity living in America may be grouped into one culture, there are many issues regarding differences of identity and specific histories from various groups within this culture. The Hispanic population in the cultural region of South Texas can have great implications for business decisions in the 21st century in regards to technological communication advancements. Different social networking sites are now in collaboration efforts with enterprises across the country to tap into this emerging demographic. These organizations have found the importance of becoming culturally relevant toward the Hispanic culture. Qualitative methods were applied to present answers from an interview questionnaire that helped describe social media use pertaining to Hispanic business administrators in the South Texas region. Hispanic business administrators in a South Texas metropolitan area utilized social networking sites to be specifically proactive. It was also found that these applications were relevant to their business goals and that administrators were concerned with how they would manage critics in online environments.


A thesis submitted in partial fulfillment of the requirements for the degree of Master of Arts in Communication from Texas A&M University-Corpus Christi in Corpus Christi, Texas.


Hispanic, South Texas, Intercultural New Media Studies, Informational and Connection Technologies, Social Networking Sites



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