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(J. Chivers, personal communication, October 19, 2011). This quote helps to display the connection between the consumption and production of haul videos, and the fact that engaging in either activity may contribute to compulsive buying. This is an idea that will be explored more thoroughly within this section. Hauling as a Hobby: It’s Fun, Enjoyable, and a Form of Appearance Management Each interviewee was asked to explain why they produce and consume haul videos. Throughout each interview the word hobby or pastime was mentioned on numerous occasions, and it became apparent that hauling serves as a gratifying outlet for vloggers to channel and share their passion for fashion and beauty. [Emily]: What prompted you to join the fashion and beauty community on YouTube and start creating the videos? [Jess]: I think it was more because I like to share and it was more like a hobby that I really wanted to have. [Emily]: What would you say your primary motivations for creating haul videos are? What drives you to create them? [Jess]: Umm, I think it’s more like self-advertisement, um because it’s like the truth about price and quality and my personal favorites. And I just really like to share that with people who live thousands and thousands of miles away from me. So like my YouTube family I would call it. And it’s just like sharing the latest trends, or what I believe are the latest trends for me. Euchante explains that her experience with posting hauls began more as something for “self- gratification.” “...I didn’t really think anyone would watch it. It was more this is a fun pastime and it gives me something to do.” After generating substantial viewership and positive feedback from her videos, however, Euchante says that now she continues to post for her viewers. “...it’s really about my viewers now because I wouldn’t still be going if it wasn’t for them.” Further, she says that the popularity and opportunities she has gained through vlogging on YouTube have not gone to her head. When she meets someone new or is in a situation that may require her to disclose that she is a hauler, she does not brag about hauling or act as if she deserves special treatment. “I just make it sound like it’s a hobby that I do in my free time and stuff. Which it is.” 85PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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