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

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

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.

Suggested Citation

  • Luong, Van Ha & Tarquini, Annalisa & Anadol, Yaprak & Klaus, Phil & Manthiou, Aikaterini, 2024. "Is digital fashion the future of the metaverse? Insights from YouTube comments," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924000766
    DOI: 10.1016/j.jretconser.2024.103780
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    References listed on IDEAS

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    1. Park, Hyejune & Lim, Rachel Esther, 2023. "Fashion and the metaverse: Clarifying the domain and establishing a research agenda," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
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    3. Juha Park & Jaehoon Chun, 2020. "How does watching YouTube fashion content impact perception of appearance: a phenomenological study of Korean women in Generation Z," Palgrave Communications, Palgrave Macmillan, vol. 7(1), pages 1-10, December.
    4. Kakatkar, Chinmay & Bilgram, Volker & Füller, Johann, 2020. "Innovation analytics: Leveraging artificial intelligence in the innovation process," Business Horizons, Elsevier, vol. 63(2), pages 171-181.
    5. Martin Reisenbichler & Thomas Reutterer, 2019. "Topic modeling in marketing: recent advances and research opportunities," Journal of Business Economics, Springer, vol. 89(3), pages 327-356, April.
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