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With African American Millennials being the most intense users of the internet in the USA, based on length of time and frequency, this is a group that should be of particular interest to advertisers investing in online campaigns. The current marketing literature states that minorities respond more favorably to media and imagery that is targeted to them. However, this generalization has not been extended to make sure that this new generation and new medium follow the previous findings. The purpose of this paper is to examine how advertising performance is affected by the use of targeted marketing to African American Millennial consumers online.

Using the McGuire's Distinctiveness Theory as a framework, this study investigates the role of race in online advertising to determine if having a targeted vehicle (a race‐specific website) and or targeted imagery (featuring a race‐specific model) has an influence on an individuals' perception of a product, perception of an advertisement, and intent to purchase a product.

The findings provide interesting insight into the differences present between previously accepted generalizations and what is found when using a new medium with a new generation. Having a racially targeted media vehicle (website) did not have a significant effect on the resulting marketing outcomes (attitude towards the ad, attitude towards the product and purchase intent) but having targeted imagery (ethnic models) did. This shows that extending the current literature regarding targeted marketing to include the medium of internet and include this new consumer group of Millennials may not be a sound strategy.

The accepted practice of using Black models to target African American consumers is still valid in the online environment, even when the audience is a member of the newer generation. However, according to the findings of this study, media buying practices should be examined in order to identify where targets can be reached beyond racially targeted websites. As this study suggests, the location being racially targeted is not as significant a predictor of success as having advertising images that mirror the self‐identification of the audience.

The purpose of this paper is to consider the effect of demographic differences on the motivations and abilities of individuals with diabetes in their search for health information online. Using data gathered from a qualitative study of 30 individuals, the paper examined instances of user-based health motivation and abilities using the lens of demographic differences to identify the influence on health information searching and potential health outcomes.

The paper utilized an interpretive, mixed methodology research design. The paper was composed of a user “experience” that served as a critical incident to the paper, where each participant was prompted to do online searching for health and nutrition information. This was followed by open-ended interviews to gain a deeper understanding of each participants’ online searching experience.

The theoretical model used was the Integrated Model of E-Health Use by Dutta-Bergman (2006) which frames the influence of group and individual-level differences on health information search and e-health use and subsequently health outcomes. The paper found that experiences among diabetic patients who have an assumed intrinsic motivation to search have differential searching behaviors due to a number of factors including access to health care provider or resources, searching success, and significant people in the individuals’ lives. Assumptions about race and socio-economic status are challenged because of the geographic location in which people live and work.

This research on intersectionality and the health information consumer contributes to a better understanding of health information searching behavior. Implications from this research for practice are that search technology in the domain of health should be made customizable, that a variety of user perspectives should be incorporated in the e-health systems development process, and that a comprehensive view of the user in system development should be utilized. In addition, those with diabetes or other chronic illnesses should seek out a variety of resources to enhance their health outcomes.

The examination constitutes one of the few investigations into health information consumer characteristics that might influence the person-technology-information interaction in the context of health care provision. This type of examination into health care consumer characteristics and information behavior is necessary because it has bearing on the success of health care information systems implementation and impact.