The power of beliefs: how diversity advertising builds audience connectedness

Abstract

Purpose

In response to the growing significance of diversity advertising, this study aims to investigate its impact on audience connectedness. This is an emerging metric crucial for gauging diversity advertising success. The study explores two paths via self-identification and belief congruence to understand how diversity advertisements resonate with individuals.

Design/methodology/approach

A quantitative study using partial least squares with survey data from 505 respondents was conducted.

Findings

Self-identification and belief congruence mediate the relationship between perceived diversity and audience connectedness. Belief congruence exhibits a stronger influence. Further, brand engagement reduces the relationship between belief congruence and connectedness. However, it strengthens the relationship between self-identity and connectedness.

Research limitations/implications

Future research should address why belief congruence holds more significance than self-identification. Additionally, research must explore the societal effects of diversity advertising, including strategies to engage those who feel disconnected.

Practical implications

The study underscores the positive social effects of diversity advertising for both marginalized and nonmarginalized audiences. It urges marketers to pursue audience connectedness. Strategies for achieving this include reflecting their target audience’s beliefs, perhaps highlighting real and lived experiences. Marketers should also consider self-identification through visual cues and customized messaging.

Originality/value

The study applies self-referencing theory to unravel the relationship between diversity advertising and audience connectedness. It reinforces the role of self-identification and expands the knowledge by demonstrating how connectedness can emerge through belief congruence. Additionally, the authors explore the subtle influence of brand engagement, a critical brand-related factor that shapes individuals’ responses to diversity advertising.

Citation

Burgess, A., Wilkie, D.C.H. and Dolan, R. (2024), "The power of beliefs: how diversity advertising builds audience connectedness", European Journal of Marketing, Vol. 58 No. 9, pp. 1969-1994. https://doi.org/10.1108/EJM-01-2023-0051