Making sense of haul videos

Purpose Social media platforms facilitate brand-consumer interactions by leveraging principles from nudging, value co-creation and social identity theories. This study aims to investigate how these interactions mask harmful practices and accelerate market access, perpetuating extreme consumerism. Specifically, the authors explore how value flow on social media, across distinct stakeholders, leads to value co-washing, revealing their collective unsustainable behaviours and related effects. Design/methodology/approach The authors use a mixed-methods approach, conducting content and sentiment analysis on nine TikTok videos featuring products from a leading Chinese company and analysing 19,816 user comments. Findings The value co-washing framework is developed across three building blocks: brands, creators and users. Findings uncover a paradigm shift in stakeholders’ dynamics, highlighting how social media collaborative engagements foster value co-washing. User involvement is categorized into three distinct clusters – brand lovers, saga creators and boycotters. The analysis identifies nine thematic patterns, including value co-creation, brand promotion, audience retention and calls for responsibility. Sentiment analysis reveals a dominance of neutral sentiments, reflecting a widespread unawareness and social adherence to value co-washing. Originality/value The proposed framework innovatively maps how distinct stakeholders contribute to extreme consumerism through value co-washing, providing foundational insights into the underlying mechanisms of consumer behaviour.

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Girl YouTubers in Peru as economic agents negotiating gender and class identities

León

Ames

2021

Global Studies of Childhood

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The study examines the role of children as producers, distributors, and consumers in the digital realm. Additionally, it also explores class and gender identities they create and perform in this modality. We focus on young female YouTubers (8–11 years old) from Peru, a country that has experienced significant economic expansion in the first decades of the 21st century. The study analyzes 40 videos created by five girl YouTubers. The discussion addresses the economic role children perform in the digital economy as they produce value through content creation, distribute goods, and engage in globalized consumption. The paper also discusses the ways girls display gender and class identities in their products and their consumption patterns. Throughout the analysis, we use the key concept of children’s agency; the discussion reveals both the concept’s reach and limitations in the context of consumer culture, gender regimes, and neoliberal policies.

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Making sense of haul videos

Cited by 3 publications

References 4 publications

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Influencer in Fashion Hauls: Hard-Selling at It’s Best?!

Breakdown of the co-creation process on social media: developing the value co-washing framework and stakeholders dynamics

Girl YouTubers in Peru as economic agents negotiating gender and class identities

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