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YouTube stars are often considered a new breed of celebrities most influential with younger audiences, particularly teens. But they also carry clout with adults, and increasing, more clout than traditional Hollywood stars.

Adults in the U.S. consider YouTube stars to be up to five times more influential and believable than traditional celebrities, according to a study conducted by University of Southern California marketing professor Jeetendr Sehdev. The study’s findings could hold particular significance to brands looking to hire new celebrity spokespeople.

“What brands want to know more than anything else is who is the person who is going to most convince somebody to part with their dollar, who’s the person who’s going to influence a behavior change where I’m actually going to buy the product. That is influence,” Mr. Sehdev said.

Continue reading at AdAge.com