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culture, produced primarily by and for women. As was mentioned by all three of the haulers I interviewed, they enjoy producing videos because of the large amount of positive feedback they receive from their viewers. Given the hundreds of thousands of haul videos, as well as fashion related vlogs on YouTube, there is substantial evidence that the practice of virtually sharing and discussing women’s interests and issues is a booming trend among the adolescents and young women who participate. There is evidence that producing hauls (and other types of videos) allows vloggers to tap into their creative side by expressing their fashion and beauty tastes and talking about issues they deem important. It could be argued that vlogs are a virtual display of the pages found in a traditional fashion magazine. Based on this research, I believe a key difference is that these videos are not created by what we would normally think of as professionals. Therefore, this may be an indication that some girls and young women prefer the advice from non-professional sources (i.e. magazine editors), as either a substitute or supplement to whatever they normally turn to for advice concerning fashion, beauty and the like. A future study could explore more of why consumers are using haul videos as a source for such information. 127PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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