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likes to see] how companies can copy trends as well, so there’s a lot of like new fashion on catwalks and I love seeing how companies like to copy the latest trends. And the way I see it [haul videos] is kind of like the personal, real truth, the quality of things you can buy out there. And I do it because I like the trends, and it shows that I’m becoming trusted in my taste and more influential when people watch my videos as well. Further, EGheartsSSC explains that she loves to watch and post haul videos because she finds it enjoyable. “...I love clothes and makeup obviously. And so I like getting ideas of what someone else might have purchased.” When asked her favorite type of video to post she responded: “Fashion videos are definitely some of my favorite videos. Like showing outfits and stuff like that.” Putting together an outfit is a form of self-expression and when shown in a YouTube video, this may inspire other viewers to engage in similar activities. She says she enjoys producing fashion videos because “...it gives me ideas also when I have to go through my closet and like pick things out. I don’t know it’s just fun and I like fashion and trying things on and putting things together.” While a fashion video is not the same as a haul video, it illustrates themes of self-expression and appearance management behaviors. Given that haulers have great interest in consuming fashion and beauty products, it may come as no surprise that many of them (and those interviewed for this study specifically) have good taste and a keen sense of style. This is in part what helps them generate viewership. The following remarks are indicators that commenters are receptive to and arguably favor some of the fashion and beauty choices haulers showcase during their videos: “Omg im literally clawing at the screen. I WANT those shoes!!!!!!!!!!!!!!” (from purplepenguin77) “Euchante!! Those wedges from WHBM.. didn’t you show those in a video on your other channel?? I think it was back in September.. awww I’m so happy you got those for yourself!” (from zazalicious) “I love the wedges!” (from coffeelover208) 108PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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