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Through interaction a personal connection
Much of the success of camming owes to its ability to move beyond the borders of erotic video performance, and into the everyday social lives of camming customers, or ''fans'' as they are known. Webcam performers are often highly entrepreneurial, and use mainstream social networking sites such as Twitter, Instagram, Snapchat, Skype, and Tumblr to build and maintain relationships with their customers.<ref name=Rabouin/> Some fans communicate multiple times a day with models through social media.
Unlike traditional pornography, the interactive nature of the camming medium titillates with the promise of ''virtual friendship''. [[Princeton University]] sociologist and author of ''The Purchase of Intimacy'', [[Viviana Zelizer]], states of camming: "They’re defining a new kind of intimacy. It’s not traditional sex work, not a relationship, but something in between."<ref name=Richtel/> Cam models perform not just sex work, but also perform through their hosting duties, conveying authenticity, creating and animating fantasies, and managing relationships over time.<ref>{{Cite journal|last=Nayar|first=Kavita|date=March 28, 2017|title=Working it: the professionalization of amateurism in digital adult entertainment|journal=Feminist Media Studies|volume=Volume 17, 2017 - Issue 3|issue=3|pages=Pages 473–488|doi=10.1080/14680777.2017.1303622}}</ref>
Within ''Cam Girlz'', a documentary film about the industry, the male fans often say that they come to camming sites as a way to fulfill emotional needs. The film's director, Sean Dunne, states of the fans, "They said it’s not like a strip club -- it’s like a community, and you feel it when you’re in these chat rooms. It’s a community and entertainment that goes very far beyond sexuality."<ref name=Rabouin/>
However Dr. Kari Lerum of the [[University of Washington]] suggests that men are more open and vulnerable in cam rooms than in strip clubs, and can become very invested in relationships which only exist on the screen.<ref name=Richtel/>
==Terminology==

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