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YouTube including music videos, informational or “how to” videos, educational videos and parody videos, among many others. I will argue and provide evidence for the idea that the hauling environment is unique from the larger YouTube society, and therefore, can be considered a community. It is also worth returning to the concept of market mavenism. Arguably, market mavenism is linked closely to notion of community. To be specific, the hauling community offers mavens a forum through which they can share their knowledge of the marketplace in a social and enjoyable fashion. 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). In line with this quote from Feick and Price, haulers initiate discussions and respond to consumer’s requests for marketplace information through their participation on YouTube. A sub-concept within the concept of community is interaction. According to Charon (1985), “It is through interaction that people are able to share with each other whatever is necessary for social organization” (p. 149). Further, he explains that interaction is tied to “...social objects, symbols, language, perspectives, self, mind, and role taking.” “In each case a two-way relationship is established. Interaction leads to each one of these concepts, and in turn, each one is a necessary ingredient for human interaction (pp. 146-147). Interaction takes place in almost every activity in which haulers and commenters partake. For instance, when a viewer comments on a hauler’s video, they are interacting. When a hauler solicits information from her viewers, she is interacting (i.e. by posing a question or asking for viewer’s opinions). There is undoubtedly reciprocal action occurring between the haulers and commenters. Arguably, the haulers may be affecting or influencing the actions of their viewers in terms of what fashion or 61PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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