With the widespread use of smart phones and the development of communication technology, new forms of personal media are growing rapidly. Individual media received a great deal of attention because of the fact that individuals both create and distribute the content themselves. As the number of people on social media grows every year, the influence of individual media is also expanding; this has lead to extensive research on individual creators. These creators have become powerful influencers since they, unlike famous celebrities, communicate instantly with viewers and approach them with a relatable and familiar image. YouTube, the worldwide platform for individual creators, has grown to be a giant that threatens to take over the place of preexisting mass media. With the expanding influence of YouTube creators, many companies are using branded contents- a way to advertise their products using the creators’ influence. In this study, the characteristics of YouTube creators were explored from a cognitive perspective and an emotional perspective. Furthermore, among the characteristics of consumers, the relationship between conspicuous consumption and the attitude of customers was studied. As a result, depending on demographic differences, creator characteristics, conspicuous consumption, and consumers’ attitudes were shown to vary. In particular, compared to other generations, people in their twenties were shown to be greatly influenced by emotional features such as attractiveness and relatability. Also, the results concerning conspicuous consumption by gender showed that women were more likely to follow trends closely than men. As for the effects of creators’ characteristics on conspicuous consumption, the more the user values specialty in creators, the less likely they were likely to engage in conspicuous consumption. On the other hand, users that valued attractiveness and intimacy in creators were more likely to engage in conspicuous consumption. As for the influence of creators’ characteristics on the consumers’ attitudes, attractiveness（a cognitive feature）had positive effects on both the attitude toward certain brands and the purchase intention.