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

Juan Mundel, Jing Yang

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageEnglish (US)
Pages (from-to)28-41
Number of pages14
JournalJournal of Interactive Advertising
Volume22
Issue number1
DOIs
StatePublished - 2022
Externally publishedYes

Keywords

  • Ethnic identification
  • cultural marketing
  • endorser marketing
  • matchup hypothesis
  • social media advertising

ASJC Scopus subject areas

  • Communication
  • Marketing

Fingerprint

Dive into the research topics of 'Hispanics’ Response to Ethnic Targeting Ads for Unhealthy Products: Examining the Roles of Endorser Identification and Endorser–Product Matchup'. Together they form a unique fingerprint.

Cite this