The rapid rise of videos created by teen fashion fans to show off their latest finds are fueling back-to-school campaigns from J.C. Penney and other retailers. The department store chain plans to feature so-called "haul" videos from six teen girls, all of whom have been compensated to create the content. Some industry watchers warn that handing out gift cards and other perks in exchange for haulers' endorsements will eventually create consumer mistrust in the videos' recommendations.

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