Influence of TV endorser types on advertising attitudes and purchase intention among Indian rural women: an exploratory study

Abstract

India has a growing rural consumer base that has been largely ignored by advertisers. Today, Indian rural consumers, especially women, are increasingly literate, brand savvy, and possess rising disposable incomes. Considering the nation's love for films and the availability of television broadcasting, celebrity endorsement has become one of the most popular strategies used by advertisers in India. However, its impact on rural consumers has yet to be tested. Using self-categorization as the theoretical framework, the current study examined the influence of endorser types (national celebrity, regional celebrity, and noncelebrity) on advertising attitudes and purchase intention of Indian rural women. In addition, the authors also analyzed the impact of the three dimensions of source credibility. A sample of rural women (N = 167) from the Kudumbashree mission, one of the largest woman empowerment projects in the country, was recruited for the experiment. Findings showed that noncelebrity endorsers were most effective and that trustworthiness was valued more than expertise and attractiveness. Implications for advertisers are discussed.

Keywords:

• self-categorization
• source credibility
• India
• rural women
• celebrity endorsers
• Kudumbashree

Acknowledgements

The authors would like to acknowledge the members of the Kudumbashree Mission for their active participation in the experiments. In terms of securing samples and translation, the authors would like to thank Mr. Rajesh Adakkaputhur, Mrs. Geetha P.S., Mrs. Indira Govindrajan, Mrs. Shobha, Mrs. Savitha Sidharth, the Eyyamadichi Family, and the Vadakkoot family for their advice and support.

Notes on contributors

Sidharth Muralidharan received his Ph.D. degree in Mass Communication from the University of Southern Mississippi in 2012. He is currently an assistant professor of advertising at the Temerlin Advertising Institute (Southern Methodist University). His primary research interests are cross-cultural and green advertising, while secondary research interests include social media and online advertising.

Fei Xue received his Ph.D. in Mass Communication from The University of Alabama and is an Associate Professor of Advertising in the School of Mass Communication & Journalism at the University of Southern Mississippi. His research specialties are international advertising, social effects of advertising, and new communication technologies.