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Selling in Spanish and/or English: A study of Hispanic direct sellers
Author(s) -
Canziani Bonnie F.,
Welsh Dianne H. B.,
Ramadani Veland
Publication year - 2019
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.22101
Subject(s) - acculturation , sample (material) , scope (computer science) , marketing , ethnically diverse , business , psychology , advertising , demographic economics , ethnic group , political science , economics , computer science , chemistry , chromatography , law , programming language
Abstract Exploring differences within a U.S. sample of Hispanic direct sellers provides insights into the impact of acculturation on satisfaction survey responses. The scope of the study is constrained to sellers who self‐identified ethnically as Latino/Hispanic on a U.S. national survey of direct sellers. Findings show evidence of cultural heterogeneity within this sample of Hispanic direct sellers that corresponds to their uses of English and Spanish in selling activities. Practical implications suggest that Spanish Dominant Sellers claim higher satisfaction ratings and higher performance estimates than do English Dominant Sellers. English Dominant Sellers indicate greater use of Web 2.0 technologies for selling. Implications and future studies are discussed.