Tailored T2D risk communication for Hispanics: ethnic endorser effects on health and sharing intentions

Building on prior research that suggests Hispanic audiences respond more favorably to advertisements featuring Hispanic endorsers, this study examines the effectiveness of culturally tailored type 2 diabetes (T2D) risk communication messages. Specifically, we investigate whether the inclusion of Hispanic endorsers in health-related advertisements enhances audience engagement, attitudes toward the ad, and intentions to share the message on social media.

This study employs an explanatory sequential mixed-methods approach, beginning with a quantitative approach, followed by qualitative in-depth interviews. The initial quantitative phase measures Hispanic audience reactions to advertisements featuring either Hispanic or White endorsers. The qualitative phase further explores perceptions and attitudes toward these ads, focusing on the role of cultural relevance in health messaging.

Findings show that Hispanic participants felt a stronger connection with Hispanic endorsers, leading to more favorable attitudes toward the ad, which then increased their intentions to adopt health behaviors and share the message. Additionally, qualitative analysis indicates that endorsements were more effective when they included culturally relevant nutritional advice, authentic cultural representation, and highlighted the importance of cultural tailoring in T2D-risk communication.

This study emphasizes that enhancing cultural relevance, especially by incorporating nutritional guidance aligned with Hispanic dietary traditions, can boost the effectiveness of health messages and increase the persuasive power of prevention campaigns. These findings provide valuable insights for public health campaigns and advertisers aiming to develop more impactful T2D prevention strategies for Hispanic communities.