
Metaverse Buzz in the Fashion Industry: Social Network Analysis with Twitter Data Introduction
By Dr. Angie Lee, Updated on July 15, 2024
🕙 2-minute read
Metaverse has created new opportunities for fashion companies to expand their retail environment to an immersive virtual world. Given the potential to offer a more immersive shopping experience using the 3D virtual environment, this research explored the state of the Metaverse diffusion in the industry. We examined the online communication regarding Metaverse by extracting and analyzing the Twitter conversational data. This study employed social network analysis to investigate the overall network dynamics and identify dominant communities within the network. The results indicated that dominant communities discussed Metaverse fashion merging into reality to a certain extent. Incorporating reality components into digital products is suggested to appeal to consumers who are yet to be familiar with the new virtual retail setting
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Dr. Angie Lee is an assistant professor at the department of consumer and design sciences in Auburn University. She aspires to advance discipline knowledge of retailing and consumer behavior to identify and create effective and sustainable business models. Her research focuses on consumer responses to cutting-edge and sustainable retail strategies and triggers and influences of consumer interactions in digital environments. Dr. Lee integrates both micro and macro perspectives in her research, utilizing experimental designs, digital footprints, and big data. Her analytical expertise spans both quantitative and qualitative methods, earning her a research excellence award for her dissertation.

iRACE Research Areas
VISUAL MERCHANDISING
ARTIFICIAL INTELLIGENCE
MARKET FORECAST
BRANDING
AR/ VR/ METAVERSE
CSR /ESG / DEI
DIGITAL RETAILING
DATA SCIENCE