What is the source if the celebrity’s credibility?
Source credibility can be explained as a communicator( in our case they are youtube bloggers) positive characteristics that affect receiver’s( in our case people who are subscribed to famous youtube stars) acceptance of a message. A good example will be a celebrity that has a beautiful smile, good look, has a good sense of humour, knows how to behave in public, honest and so on. All of this characteristics will affect the receiver in a good way, as this is what people usually expect from the person to have. ‘’The source-attractiveness model posits that the attractiveness of any source is determinate by the communication receiver’s perceptions of the source’s similarity, familiarity, and likability. Essentially, if consumers perceive a celebrity endorser as similar to them and they are familiar with, and like the celebrity, they will tend to find the celebrity more attractive.’’(an international journal of advertising) Research claims that non-traditional celebrities are in fact more powerful, as people perceived there opinion and recommendations more credible, as people easily can relate themselves to video bloggers rather than typical celebrity. Another research claims that youtube bloggers are seen more credible when recommending a product or service rather than a typical celebrity.
However, if people start feeling that information or message that celebrity is saying is wrong(biased) or if celebrity clearly says something that he or she was offered financial gains for it rather than real consumer experience and recommendations, that may lead to resisting celebrity recommendation , and as the result downgrade credibility of this particular celebrity.