Guidelines for creating content when conducting netnographic research
本文基于对等时尚租赁的网络志田野调查，提出了内容创建的三个关键策略：展示敏锐、建立互惠关系、聚焦品牌而非消费者，帮助研究者获取受访者、建立合法性、体验现象并识别消费者演变。
Abstract In somecontexts, netnographic immersion benefits from researchers engaging in content creation. However, guidelines for producing such content are scarce. This paper builds on netnographic fieldwork in peer-to-peer fashion rental to introduce three key strategies for content creation: (1) demonstrating acumen, (2) establishing a relationship of reciprocity, and (3) focusing on the brand, not the consumer. These strategies allow researchers to gain access to informants, establish legitimacy, experience the phenomenon from an emic perspective, and identify how consumers have evolved in content creation ecosystems, contributing to the netnography literature.