Exploring Consumers’ Negative Response to Virtual Fashion through the Analysis of their Conversation on Instagram
Abstract
The present study explored Instagram consumer conversational data regarding virtual fashion to identify barriers to consumer adoption of virtual fashion. Netnography was conducted to investigate digital communication among fashion consumers in the Business of Fashion (BoF) Instagram page. A total of 1,249 comments from 51 BOF posts regarding virtual fashion published between January 2022 and January 2023 were used for data analysis. The data analysis involved sentiment and content analyses. The sentiment analysis identified 866 negative comments regarding virtual fashion technologies, including virtual experiences and digital product investments. Using Innovation Resistance Theory (IRT) as a framework, comments were analyzed across five barrier themes: usage, value, risk, tradition, and image. Of the 866 comments, 397 aligned with one or more IRT themes, while 469 comments fell outside these established dimensions. Aggressive marketing campaigns can backfire, leading consumers to develop negative perceptions of both the innovation and key industry players like Meta.
Keywords: innovation resistance theory, virtual fashion, digital fashion, metaverse, netnography, Instagram
How to Cite:
Kim, K., Lee, A. & Ahn, S., (2025) “Exploring Consumers’ Negative Response to Virtual Fashion through the Analysis of their Conversation on Instagram”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18741
Downloads:
Download PDF
View PDF
62 Views
18 Downloads