ABSTRACT
In a relatively short timeframe, netnography has profoundly reshaped the way scholars across many fields conduct online research. In this chapter, we posit that the relationships cultivated between netnographer(s) and their cultural informants – especially those cultivated with content creators or influencers – are especially intimate. We probe the peculiar nature of this intimacy by describing its unique conditions, dwelling in particular on the casual and playful manner of communication and the high levels of disclosure that characterise our condition of intimacy. Subsequently, we discuss the ramifications of how mediated intimacies affect the netnographic encounter. We also reflect on some of the particular challenges that doing netnographic research with influencers poses, such as the threat of data evaporation and the problem of how to recruit influencers to a study. Finally, by contemplating the future research terrain, we suggest ways that netnographers, keen to expand their understanding of influencers, can make strong and original contributions to the field.
