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An interview with Beatriz Acevedo

Author

Listed:
  • Acevedo, Beatriz
  • Beniflah, Jake

    (Executive Director, Center for Multicultural Science, USA)

Abstract

Beatriz Acevedo is the co-founder and President of mitú, a leading social media company that develops empirically based, culturally relevant content, connecting with more than 90 million consumers per month in the USA. This interview with Beatriz Acevedo reveals mitú’s approach in targeting bilingual consumers based on a bidimensional identity scale, which drives engagement in social media. Contrary to popular belief, mitú’s culturally-driven approach does not alienate non-Hispanics or non-multicultural consumers, suggesting that cultural insights resonate across consumers. This finding has significant marketing implications for brands in a country that is increasingly multicultural.

Suggested Citation

  • Acevedo, Beatriz & Beniflah, Jake, 2018. "An interview with Beatriz Acevedo," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 3(1), pages 6-9, March.
    • Handle: RePEc:aza:jcms00:y:2018:v:3:i:1:p:6-9
    as

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    More about this item

    Keywords

    mitú; social media; Hispanics; multicultural; Hispanic marketing; bidimensional identity; in-culture marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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