Hispanics’ Response to Ethnic Targeting Ads for Unhealthy Products: Examining the Roles of Endorser Identification and Endorser–Product Matchup

Hispanics are the largest minority in the United States, making this segment attractive for brands. Yet, little research has focused on Hispanic consumer behavior on social media. We investigated the roles of endorser identification and the perceived matchup between the endorser and the product in influencing Hispanic consumers’ attitudes and purchase intentions. Results show that identification with Hispanic models leads to stronger ad attitudes and purchase intentions for unhealthy products. Perceived matchup between the endorser and the product significantly moderates the positive effect of endorser type on consumers’ purchase intentions. Implications for scholars and practitioners are discussed.