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This paper explores the reasons for the increase in “outdoor advertising” (OA) expenditures worldwide and the impact of billboards on our cities. Since 2006, a portable device that measures billboard exposure became widely available, thus setting up a rating system like that of other forms of media. Additionally, high‐resolution digital printing and state‐of‐the‐art electronic display units enabled a resurgence in the popularity of billboards. Corinthian‐pillared buildings, gothic archways, monuments, and colossal skyscrapers once defined the architectural landscape of our cities. Today outdoor advertising overpowers those landmark giants in the cities in which we live and work, as advertisers find it progressively more difficult to reach people through other media. Gargantuan billboards and other manifestations of this industry make this metamorphosis possible in urban and rural areas, from Harlem to Hong Kong.

The purpose of this paper is to focus on the webnovela, a new type of marketing genre and sentimental serial drama which is popular among immigrants, pivotal to the future of the US Spanish‐language media and informative about its past. No academic research currently exists on this topic.

This paper applies cultural studies, management, new media and marketing theory to the study of the first three webnovelas launched from 2006 to 2011. It analyzes how this new genre fits into the history of sentimental serial drama; how it appeals to Hispanics and to immigrants at their home countries and at their host country as well; and how the US Spanish‐language television and new media address their $900 billion Hispanic consumer market.

This study revealed that although webnovelas are likely to continue being popular as romantic fiction for the new media and profitable as a marketing system, they are unlikely – as operationally defined by this analysis – to be produced independently from the Univision media group in the foreseeable future, even when the entry barriers for competitors are low.

This paper should be of value to those interested in the latest developments in ethnic marketing, narrative theory, interactive marketing, and international business and communications.

Instructors had to adapt to the online teaching environment after the higher education institutions were closed due to the pandemic. The authors surveyed and interviewed instructors to understand how the quality of instructional technologies affected compatibility and psychological availability, which further affected their online teaching satisfaction and online teaching intention. The results showed that both information quality and service quality were positively associated with compatibility, while system quality was positively associated with psychological availability. Also, both compatibility and psychological availability were positively associated with online teaching satisfaction. Compatibility and online teaching satisfaction were associated with online teaching intention. The results from both open-ended questions and in-depth interviews provide support to the quantitative model and present a more complete picture of what instructors experienced during the lockdown.