ABSTRACT
This chapter explores how culture influences online media, advertising, and product consumption. The Internet has played a critical role in changing the way marketers and advertisers reach consumers. Nowadays, Hispanics are consuming and adopting new technology at a higher speed than most others to the extent that statistics show that the gap between Latinos and non-Latinos who use the Internet is rapidly narrowing. The use of language on the Internet among Latinos is shifting. As texting and instant messaging have become more practical and less expensive than talking on the phone, the language of the emoji has appeared. Another aspect of smartphone usage among Latinos is digital video streaming. The cognitive-motivational-relational theory proposes that an individual's beliefs, goals, personal commitments, and ideologies are expected to affect levels of cognition. Having a social media network account can be a benchmark of Latinos' online sharing behavior. Latinos are aggressively embracing the virtual world of the Internet.
