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Thus, there is a wide variety of genres or styles of vlogging that take place on YouTube. Hauling fits inside the realm of the virtual fashion and beauty community, as do some of the above examples. Returning back to YouTube celebrity, juicystar07, Smith (2010) offers valuable insight: It would be easy, I suppose, to brush her aside as just another internet fad or a spoiled teenager with too much time on her hands – but she arguably represents the future of marketing, the future of teen beauty blogging, and perhaps even her entire generation’s ability to effortlessly create a personal brand without coming across as overbearing or transparent... While the present study analyzes the trend of haul videos specifically, future research could analyze other types of vlogging on YouTube, as well as the trend of virtual marketing through teenage YouTubers. Is the Haul Video Producer a Market Maven? The idea of market mavenism is frequently discussed in marketing literature and is a relevant concept to explore when investigating the phenomenon of hauling. After studying the haul video phenomenon and interviewing three haul vloggers, it can be argued that at least some vloggers possess qualities of a market maven. Market mavens can be defined as “individuals who have information about many kinds of products, places to shop, and other facets of markets, and initiate discussions with consumers and respond to requests from consumers for market information” (Feick & Price, 1987, p. 85). The three participants in this study, for example, have an abundance of information about a wide range of fashion and beauty products, which is the basis of the content featured in the typical haul video. Arguably, haulers are well-versed in the 13PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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