Abstract
Thanks to its continuous growth and increasing buying power, the multicultural market can sustain a business or brand even during the toughest of times. Brands that fail to invest in this market now will find themselves having to spend a tremendous amount of money down the line to gain their loyalty. While acquiring this group can have lasting financial benefits, brands must proceed with caution as any attempt to penetrate this group with insensitive messaging can have a profoundly negative impact. Social media offer one of the best ways to reach this market and can be used as a way of providing this group with a more tailored, personalised brand experience that can lead to greater sales. This paper reviews the use of social media in cultural marketing, focusing in particular on Asian American, African American and Hispanic American markets. The article concludes with recommendations for marketers before launching a campaign targeting the multicultural consumer.
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