What is the difference between Russian and US/UK YouTube?
There is a gap in the literature regarding the growing amount of celebrity endorsement used on youtube, especially Russian. As Russian youtube is quite different from the US or UK youtube regarding popularity and especially marketing of the products and services.
The study examines the impact of usage of youtube bloggers as celebrity endorsement and their advertisement habits. Also, it examines the opinion of participants about the product or service marketing on a Russian youtube in terms of celebrity endorsement. As well as it examines different factors that affect the purchase of a product or service due to youtube bloggers. This study aims to investigate how does famous Russian youtube celebrities influence the buying habits of there target audience.
This day there is a huge number of brands and firms advertising it’s products or services online via social networking, in order to get access to larger audiences, increase brand awareness and raise profits. At the moment, most frequently used ways of advertisement is through the celebrity endorsements. Celebrity endorsement is considered effective.
Promotional tool worldwide. By doing so, brands want to attract attention to their products or services and increase willingness to buy the product or services by adding special meaning to it.