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Social Media Can Help Brands Earn the Trust of US Hispanics

Social media plays a major role in how US Hispanics engage online with friends and family, powered by their heavy smartphone usage. Silvana Massolo, director of digital and social media at Inspire Agency, a full-service advertising and communications agency focused on multicultural consumers, spoke with eMarketer’s Alison McCarthy about how US Hispanics use social media, what types of content—and which language—resonates with them and how they respond to advertising.

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