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and more than 50,000 videos will pop up, some of which have been viewed millions of times” (Stocks, 2011, n.p.). Within the fashion and beauty community on YouTube there is a population of vloggers (video loggers) who fall in the age range of mid to late twenties. Some of their haul videos are relatively short and include the hauler briefly displaying her (or his) purchases, while others are more detailed and may feature an elaborate description of a sequined dress or a new brand of lipstick. “Beyond the written word, online video platforms, digital photography and social networks have revolutionized the relationship between consumers and brands. Now anyone can be a critic” (Murray, 2011). What began as a trend primarily among high school and college-aged girls has now trickled into the pre-adolescent arena. Girls as young as 12 are posting hauls hoping to garner the same type of virtual popularity as some of the most widely followed haulers. “Originally the domain of girls in their late teens and early 20s, hauling is appealing to an ever-younger audience – girls on the cusp of adolescence who want to ape the older teens they see on screen” (Stocks, 2011). YouTube: Some Background YouTube was founded in February 2005 and has since become one of the most popular video sharing sites. In November 2006, YouTube was purchased by Google Inc., but remains an independent subsidiary. The site offers users an online environment in which they can “...connect, inform, and inspire others across the globe” (YouTube, 2010). Users can post original content and have it linked to their personal websites, mobile devices, blogs, and other forms of social media. “YouTube began as a personal video sharing service, and has quickly grown into the world’s leading video community on the Internet” (YouTube, 2010). Users range 2PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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