Is digital fashion the future of the metaverse? Insights from YouTube comments

Van Ha Luong, Annalisa Tarquini, Yaprak Anadol, Phil Klaus and Aikaterini Manthiou

Journal of Retailing and Consumer Services, 2024, vol. 79, issue C

Abstract: The metaverse as a new social marketing platform has unquestionably opened new horizons for the digital fashion economy. This research aims not only to explore consumers' perceptions of digital fashion in the metaverse but also to delve into the underlying sentiments associated with these perceptions. Employing LDA topic modeling, this research examines 7416 YouTube comments from notable digital fashion videos, revealing six principal themes: Spending resistance, Excitement, Low value perception, Aesthetic concerns, Virtual Assets, and Future Expectations toward the Metaverse. Sentiment analysis within the study reveals varied emotional responses: Future Expectations toward the Metaverse are met with optimism, while Aesthetic Concerns and Spending Resistance are marked by skepticism, highlighting doubts about the practicality and worth of digital fashion.

Keywords: Metaverse; Virtual worlds; Digital fashion; LDA topic modeling; Text analytics (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924000766

DOI: 10.1016/j.jretconser.2024.103780

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