Latino SIG Event: Cultural Overlap in Latino Social Listening Research
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When: Friday, August 25, 2017
12:00 PM EDT
Where: Online
United States
Contact: Maria Parra

Online registration is closed.
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The juxtaposition of Latin American cultures in virtual brand communities in social media networking sites creates a cultural overlap among Latino customers. This cultural phenomenon is challenging brands to understand their conversations and what really matters to them once they are on the virtual space. In other words, the relevant topics engaging three distinct Latino segments: the U.S. Hispanic born, foreign-born Latinos living in the U.S. and Latin Americans.

Are brands grasping on the influence of national culture, language and personal experiences as it relates to the creation of conversational topics among Latinos in virtual brand communities?

This presentation is based on a project designed and conducted by IM Insights Latino on two Latino brand communities developed and managed by a client on Facebook.


Key Take-aways:

  • The advantage of being a bi-cultural researcher in the virtual market space
  • How motives are influenced by culture and ignite topics of conversation
  • Using exploratory research to define the cultural eco-system in virtual brand communities

If you are not a QRCA paid member, and would like to attend the webinar, please email Maria Lucia Parra or Vivianne Hiriart, Latino SIG   co-chairs at: or




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