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influence and/or inspire their viewers. These terms were used repeatedly by each interviewee when discussing why they create videos. After studying the phenomenon of hauling for more than one year, it is evident that many vloggers are referred to as gurus, and regarded as experts or authority sources in the realm of fashion and beauty (in the online arena). For example, consider celebrity vlogger juicystar07, or the fact that Seventeen magazine features vloggers on their “Beauty Smarties” page. In fact, EGheartsSSC was contacted by Seventeen to help promote their contest titled “Pretty Amazing,” for which they were searching for a cover model for an upcoming issue (EGheartsSSC, March 29, 2011). In essence, Seventeen utilized EGheartsSSC to promote their contest given her popularity in the fashion and beauty community on YouTube. This is a display of her ability to influence and inspire her viewers. Therefore, it makes sense that a pattern of sharing, teaching, influencing or inspiring emerged from the data. Consider the following excerpts from my interview with Jess. Our discussion centered on her explaining what types of videos she enjoys producing and why: Yeah, um I like doing the tutorials because it’s like a way to teach and I really enjoy that. And I like the idea of watching people when they make the tutorials, you know how you can zoom in on the eyes and you can see how they apply the colors and where they apply it. I think that’s really important because obviously everyone has different eye shapes and things, and as I’m doing it, I can like give tips on how to make the colors pop, what products work well on my skin. And also with the tutorial, it’s kind of like um in depth because you can see the before and after of the video. But I enjoy making product review videos because you just ramble on about the products. And it’s more about what I buy; for my own opinion, why I like it, why I don’t like it. Wat points I don’t like about it as well. And I can give some recommendations to people out there who probably have like oily skin, dry skin, people who live in colder parts of the world, people who live in humid weathers. I really enjoy that. During this conversation, I asked her what type of video she thinks her viewers enjoy seeing the most: Um, I would say product reviews on products that they have never heard or seen before. So, for instance, my skin peel gels from Korea and Japan. Not a lot of people who are Asian-cultured today would know about it. And even if they are, they don’t follow the 91PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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