What are the main criteria of the celebrity attractiveness?

Attractiveness is a significant factor in effectiveness. Some authors suggest that physically attractive celebrities are a predictor of advertising effectiveness. Joseph concluded that attractive endorsers have a more positive impact on the products they endorse than less attractive endorsers. Baker and Churchill, have found that that attractiveness plays a role only in the increasing positive advertisement evaluations. However, it doesn’t really affect our stronger purchase intentions.

In the literature, WOM is stated as a very powerful source that has a direct influence on the consumer buying decision. However now with the advancement of the technologies, WOM transformed into the new form of the Electronic Word of Mouth. Media celebrities in our case Russian youtube celebrities have influence over there followers(subscribers) and could affect consumers buying decisions. They are perceived as peers and thus generate more sales than paid advertisements.

Before buying product or service consumers tend to search for the information in order to make themselves to make sure if that’s what they need. As the result of its brands and companies contact the Youtube celebrities, as they can connect effectively with the followers. Also, they use youtube bloggers as they can spread information quickly and are deemed as trustworthy. While giving honest opinions about the brand, product or service.

This framework table below defines the stages of a consumer go through, and this process will be used to help to analyse quantitative data.