Guidelines for creating content when conducting netnographic research

Gillian Brooks (), Giana M. Eckhardt and Marie-Agnès Parmentier
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Gillian Brooks: King’s College London
Giana M. Eckhardt: King’s College London
Marie-Agnès Parmentier: HEC Montréal

Marketing Letters, 2025, vol. 36, issue 4, No 6, 779-792

Abstract: 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.

Keywords: Netnography; Ethnography; Content creation; Ecosystems; Fashion (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11002-025-09775-5

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