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that haulers on YouTube encounter negative responses about their videos and part of being an active participant in such an environment requires expecting backlash from other users and learning ways to cope. Questions and Requests for the Hauler: One of the most common comments that viewers leave for haulers is a question regarding an item they showed in their haul (i.e. where it can be purchased, if it comes in different colors, if it was on sale.) For example, numerous viewers of EGheartsSSC’s haul video left her comments asking where she bought the Alice in Wonderland T-shirt she is wearing during the video. Additionally, viewers sometimes leave remarks questioning the hauler about how they have money to buy mass amounts of clothing or beauty products. Another frequent comment consists of video requests. Here, a commenter may ask the vlogger to do a video about how to apply bronzer, how to create a certain look with makeup, or to do a review on a certain beauty product. Virtual Socializing: There is strong evidence to support the fact that participating in the fashion and beauty community on YouTube facilitates virtual socializing. Analyses of interview transcripts, haul videos, and comments posted to haul videos indicate that both haulers and viewers participate in this community to bond with others who share similar interests. For instance, one viewer posted the comment, “...i love watching your videos because i feel like we’re really chattginnngngngng!!” to one of Jess’s haul videos. This commenter’s using a more creative form of the word chat, which could be viewed as a form of word play in online communication. Further, each interviewee disclosed that they enjoy producing haul videos because it is fun and they like sharing their opinions about fashion and beauty with other individuals who have mutual interests. Lastly, it appears that this type of virtual socializing can lead to friendships in the offline world. Both Euchante and EGheartsSSC explain that connections they have made through their YouTube and Twitter accounts have led them to establish non-virtual friendships. Utilizing Social Networking Sites: To stay connected with viewers and promote their YouTube channels, vloggers often utilize social networking sites such as Twitter, Facebook and/or a blog. Each interview participant was asked about their rationale for using SNS and their responses will be discussed in more detail later in this chapter. Additionally, several key moments were found in the analyses of the videos and comments, which also illustrate the vloggers use of SNS. Again, this sub-theme helps to reinforce the fact that interaction is taking place and that YouTube facilitates a community that spans numerous virtual platforms (i.e. Twitter, Facebook, blog). Information Solicitation This research indicates that haulers and commenters alike participate in hauling in part to satisfy informational and entertainment needs. The fashion and beauty community on YouTube provides participants with an open forum to discuss the latest trends in makeup, what stores are having the best sales, or how to dress for a certain occasion. While analyzing comments and 63PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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