UROP Leader Information Submission: Submission #92

What is your current research focus? My research focuses on evaluating the true efficacy of integrated campaigns targeting the highly influential Hispanic consumer market. This involves analyzing the impact of various channels like social media, TV, print, and experiential efforts - digging beyond just awareness to understand effects on consumer attitudes, purchase behavior, and business metrics like sales. This includes assessing how well these campaigns authentically align with Hispanic culture, values, and language nuances. The goal is to provide data-driven guidance that allows marketers to forge genuine connections with this coveted audience through their integrated initiatives. Recommendations will cover optimal channel mixes, cultural priorities, messaging frameworks, and more - elevating how brands engage this vital segment.