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phenomena is difficult when trying to prove reliability and validity. “...because the qualitative researcher operates as a reflexive agent in the field—not only studying the action of others but also studying his or her own responses to other’s action—it is doubtful that the conventional notion of internal validity holds much relevance for this researcher” (p. 240). Lindlof and Taylor posit that a qualitative researcher’s goal is to be certain (for themselves and for their readers) that they have reached a right interpretation. “An indefinite number of interpretations could be constructed from any researcher experience, but usually the ones that researchers choose to develop are those that they find most plausible, insightful, and/or useful” (p. 240). I am aware that multiple interpretations can be realized when analyzing the haul video phenomenon. Nonetheless, I confident that I have constructed my interpretations based on credible and trustworthy data. Summary Rew et al. (1993) note that the qualitative researcher can benefit by employing “authenticity” in their work and explain this idea as follows: “Genuinely caring about the informant’s experience reflects the researcher’s authenticity and influences data analysis and interpretation” (p. 300). I believe that my personal interest in the phenomenon of haul videos and their encompassment of fashion and beauty trends facilitated authentic interviews and assisted me in accurately analyzing and interpreting the accompanying data sources (i.e. haul videos and comments posted to them). To conclude, I find the following quote not only relevant to the focus of my study, but also helpful to those wanting to engage in qualitative online research: At the end of the day, qualitative internet research is like the qualitative research into any other area of mediated social life. It involves looking at people, their hustle and bustle, 57PDF Image | EXPLORING HAUL VIDEOS ON YOUTUBE: A COLLECTIVE CASE STUDY APPROACH
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