Exploring the diffusion of digital fashion and influencers & apos; social roles in the Metaverse: an analysis of Twitter hashtag networks

【Author】 Kim, HaeJung Maria; Chakraborty, Swagata

【Source】INTERNET RESEARCH

【影响因子】6.353

【Abstract】PurposeThe study aims to explore the digital fashion trend within the Metaverse, characterized by non-fungible tokens (NFTs), across Twitter networks. Integrating theories of diffusion of innovation, two-step flow of communication and self-efficacy, the authors aimed to uncover the diffusion structure and the influencer's social roles undertaken by social entities in fostering communication and collaboration for the advancement of Metaverse fashion.Design/methodology/approachSocial network analysis examined the critical graph metrics to profile, visualize, and cluster the unstructured network data. The authors used the NodeXL program to analyze two hashtag keyword networks, "#metaverse fashion" and "#metawear," using Twitter API data. Cluster, semantic, and time series analyses were performed to visualize the contents and contexts of communication and collaboration in the diffusion of Metaverse fashion.FindingsThe results unraveled the "broadcast network" structure and the influencers' social roles of opinion leaders and market mavens within Twitter's "#metaverse fashion" diffusion. The roles of innovators and early adopters among influencers were comparable in collaborating within the competition venues, promoting awareness and participation in digital fashion diffusion during specific "fad" periods, particularly when digital fashion NFTs and cryptocurrencies became intertwined with the competition in the Metaverse.Originality/valueThe study contributed to theory building by integrating three theories, emphasizing effective communication and collaboration among influencers, organizations, and competition venues in broadcasting digital fashion within shared networks. The validation of multi-faceted Social Network Analysis was crucial for timely insights, highlighting the critical digital fashion equity in capturing consumers' attention and driving engagement and ownership of Metaverse fashion.

【Keywords】Twitter; Diffusion of innovation; Social network analysis; Influencers; Metaverse; Digital fashion; Nonfungible-token (NFT)

【发表时间】2023 2023 SEP 13

【收录时间】2023-09-25

【文献类型】

【主题类别】

区块链应用-实体经济-社交媒体