What is the definition of celebrity endorsement?
McCracken defined celebrity endorsement as’’ any individual who enjoys public recognition on behalf of a consumer good by appearing with it in advertisement’’ Almost every 4th advertisement uses a celebrity in order to make the advertisement more effective.
Youtube bloggers who are considered as a celebrity are a little bit different from traditional celebrities who are actors, singers and so on, as there may still be some people who have no idea who is this famous youtube blogger, but he would probably know the traditional celebrities like actors and singers and tv stars. Hence youtube stars are not as big as traditional ones. However, this is not a bad thing, as in future social media areas like youtube will evolve even more. But now Youtube stars have other useful tools to offer, such as there credibility.
‘’Celebrities are generally viewed by consumers as credible sources of information about the product or firm they endorse’’.
‘’The literature exploring celebrity endorsements has generally employed one of two foundational source models: (1) the source-credibility model, and (2) the source-attractiveness model.’’