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markets of fashion and beauty. They are excellent word-of-mouth marketers, as they often promote certain brands, stores and/or products. Bowman and Willis (2003) noted that mavens are “aggressive collectors of information but are socially motivated to share it as well” (p. 40). Considering haulers likely devote more of their time to shopping than the average consumer, it is not surprising that they are up-to-date on fashion and beauty trends and excited to share such information with their viewers on YouTube. The market maven is a consumer who pays attention to marketing and advertising and is eager to share information with others (Chelminski & Coulter, 2007). Individuals who exhibit high consumer self-confidence are more apt to talk about their marketplace knowledge with others (Bearden, Hardesty, & Rose, 2001), which is certainly evidenced in the producers of haul videos. Given the diverse range of products consumers have to choose from in today’s marketplace and the novel ways in which the Internet facilitates communication, Geissler and Edison (2005) posit that market mavens’ significance may be on the rise (p. 74). As previously discussed, hauler’s ability to be successful word-of-mouth marketers is likely well-received by their viewers because their word may be taken as more credible and trustworthy, compared to corporately-produced advertisements. Further, word-of-mouth marketing via haulers may be especially important in today’s postmodern marketplace where consumers are bombarded with countless beauty product and clothing options. The Internet offers yet another outlet for market mavens to communicate with other consumers. Blogs, Facebook, Twitter, and E-mail, as well as virtual forums and bulletin boards are avenues that mavens can use to talk with consumers. Haul videos provide mavens with a more visual and interactive route to take for conversing with interested consumers. “The Internet and the WWW provide a relatively new way for mavens to communicate with many other 14PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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