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(2010) notes that when vloggers are compensated for their haul with a gift card or shopping spree at the store for which they did the haul “...the whole, fresh, thoroughly user-generated shine gets tarnished” (Dishman, 2010). Noll (2010) explains that the Federal Trade Commission (FTC) requires haulers to disclose if they are being paid to review a product. “Elle and Blair advise viewers to treat haul videos in general like any other commercial. They admit it is impossible to tell which paid pitchmen actually believe in the products they’re working to get you to buy” (Callaway, 2010). Wells (2010) explained that there is a handful of vloggers who have cashed in on the benefits of hauling. “...Aside from receiving free products to review from a bevy of beauty and fashion companies, haulers with lots of viewers often earn a cut of their channels' ad revenue from YouTube.” Wells (2010) mentioned 14-year-old hauler named Bethany Mota (screen name macbarbie07) who was invited (along with a group of other haulers) to go on a $1,000 shopping spree courtesy of JCPenney. The company then used the hauls to promote their back-to-school advertising campaign. It is worth mentioning that not all haulers post videos that feature brand new, expensive, high fashion clothing and cosmetics. Thrift and vintage hauling is another genre on YouTube. Some of the more cost-conscious women who utilize YouTube for sharing their fashion and beauty sense post hauls from Goodwill, thrift stores and garage sales. Additionally, there is a large number of plus-size vloggers who post hauls featuring purchases from retailers who specialize in clothing for larger body types. It appears that plus size vloggers generate a following from women who are dealing with body image issues and looking for an outlet to bond with women having similar experiences. For instance, PlusSizePrototype, ThicknLuscious, and UglyFaceOfBeauty are the screen names of several women who post vlogs about embracing 11PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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