Title
Do Korean-Americans View Drug Advertisements Differently Than Non-Hispanic White Americans? Perceptions Of Direct-To-Consumer Media: How Useful Is The Information They Convey?
Abstract
The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans. Results indicate that drug-brand Web sites were most useful for this segment, followed by television. Banner, pop-up, and e-mail advertisements were least useful. Korean-Americans perceived newspapers, television, and the Internet significantly more useful DTCA media than Non-Hispanic Whites.
Publication Date
1-1-2014
Publication Title
Journal of Advertising Research
Volume
54
Issue
3
Number of Pages
332-345
Document Type
Article
Personal Identifier
scopus
DOI Link
https://doi.org/10.2501/JAR-54-3-332-345
Copyright Status
Unknown
Socpus ID
84907163856 (Scopus)
Source API URL
https://api.elsevier.com/content/abstract/scopus_id/84907163856
STARS Citation
Huh, Jisu; Delorme, Denise E.; Reid, Leonard N.; and Kim, Junga, "Do Korean-Americans View Drug Advertisements Differently Than Non-Hispanic White Americans? Perceptions Of Direct-To-Consumer Media: How Useful Is The Information They Convey?" (2014). Scopus Export 2010-2014. 9018.
https://stars.library.ucf.edu/scopus2010/9018