Journal of Interactive Advertising Pub Date : 2022-02-16 , DOI: 10.1080/15252019.2021.2014371 Juan Mundel 1 , Jing Yang 2
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.
中文翻译:
西班牙裔对不健康产品的种族定位广告的反应:检查代言人识别和代言人-产品匹配的作用
摘要
西班牙裔是美国最大的少数族裔,这使得这一细分市场对品牌具有吸引力。然而,很少有研究关注社交媒体上的西班牙裔消费者行为。我们调查了代言人识别的作用以及代言人与产品之间的感知匹配在影响西班牙裔消费者的态度和购买意图方面的作用。结果表明,对西班牙裔模特的认同会导致对不健康产品的广告态度和购买意愿更强。代言人与产品之间的感知匹配显着调节了代言人类型对消费者购买意愿的正向影响。讨论了对学者和从业者的影响。