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consumers, effectively extending their range of influence” (Geissler & Edison, 2005). This notion is also reinforced by Bowman and Willis (2003) in their affirmation that participatory cultures (e.g. YouTube) provide an outlet for mavens to exchange information (p. 40). Thus, this research indicates that many of the individuals who create haul videos could be appropriately termed a market maven. ***** On a personal level, I find the trend of hauling fascinating, in part because of my love for fashion and beauty, but also because I view the videos as a deviation from the traditional glossy pages of a fashion magazine. I think haul videos, as well as the fashion and beauty-related tutorials on YouTube, are simulated display of what one would find when paging through one of today’s traditional fashion magazines, but more unique in that they are generally created by young women recording video in their bedrooms, bathrooms, dorm rooms, or even automobiles. Not only are haul videos more interactive than the text heavy pages in Vogue, but I would argue that the homemade and friendly vibe given off by many of the vloggers is more appealing to many viewers. The fashion and beauty community on YouTube offers an environment through which women who share a passion for makeup, accessories and clothing can bond and establish friendships that may take both the virtual and non-virtual form. I first became aware of haul videos when I was writing a paper for my virtual research methods class during the spring of 2010. While doing research on Glamour.com, I came across an article about the haul video trend. Immediately interested, I started watching some of the haul videos that were linked to the article. I decided to change the topic of my paper, and focus on this newfound web phenomenon known as hauling. I shared my findings with my class, and all of my peers thought the topic was extremely interesting and thesis topic material. Feeling very inspired, 15PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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