Consumer Behavior

Exploring Consumer Perceptions of Augmented Reality in Fashion: A Social Media Analysis on TikTok

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Abstract

This study examines consumers’ perceptions of augmented reality (AR) in fashion retail through a netnographic analysis of organic user-generated content on TikTok. Drawing on Uses and Gratifications Theory and Social Capital Theory, the research explores how consumers articulate motivations, experiences, and concerns related to AR-based fashion applications in natural online environments. Data were collected from 1,000 publicly available TikTok posts and comments between January 2024 and March 2025 using relevant AR-related hashtags and analyzed through a two-stage qualitative coding process supported by MAXQDA. Findings reveal that AR enhances shopping convenience, enjoyment, and decision-making through virtual try-ons and social interaction, while also raising concerns related to realism, technical performance, inclusivity, and data privacy. Consumers expressed strong desires for improved customization, accurate body representation, and inclusive design. Overall, the study highlights AR’s potential to strengthen consumer engagement and trust when technological reliability, personalization, and privacy considerations are effectively addressed, offering important implications.

Keywords: Augmented Reality, Netnography, Digital Fashion Experience

How to Cite:

Bakar, M., Yang, Z. & Chi, T., (2025) “Exploring Consumer Perceptions of Augmented Reality in Fashion: A Social Media Analysis on TikTok”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21974