Ethnic advertising effectiveness: a model and agenda for future research

As global immigration increases, consumer markets are becoming more ethnically diverse, requiring advertisers to engage ethnic audiences effectively. Understanding ethnic advertising effectiveness is essential for fostering inclusivity, strengthening brand perceptions, and driving engagement among diverse consumers. This literature review synthesizes research published in leading advertising, marketing, and consumer behavior journals between 2013 and 2024 to examine key factors influencing ethnic advertising effectiveness. Based on the review, a conceptual model is proposed that highlights four major components: contextual factors, source characteristics, ad characteristics, and consumer characteristics. The review also identifies gaps in the examined literature, including a narrow geographic focus, a disproportionate emphasis on traditional media, limited attention to the role of ethnic practitioners in strategic and creative decision-making, and insufficient examination of the broader societal impacts of ethnic advertising. Finally, the study outlines directions for future research to advance understanding of effective advertising strategies in increasingly multi-ethnic markets.