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

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.These findings have both theoretical and practical implications for the digital fashion landscape. Theoretically, the study contributes by shedding light on the evolving role of fashion in virtual worlds, emphasizing the importance of technology integration within the metaverse. Additionally, it provides insights into consumer behavior, the challenges of financial resistance to digital fashion adoption, and the potential appeal of this emerging market. Practically, these insights guide businesses and creators in the digital fashion industry. They inform pricing strategies, marketing campaigns, and design improvements, addressing issues like low perceived value and aesthetic concerns. Furthermore, the study anticipates evolving consumer trends, helping businesses adapt to the changing dynamics of the fashion industry in a digital era.