Unveiling the Barriers and Drivers of Virtual Fashion Adoption: Netnographic Insights from Instagram Discourse

The demand for digital fashion in the virtual marketplace, referred to as virtual fashion, is growing to offer immersive shopping experiences to consumers. Given its potential in the fashion industry, this study explores negative and positive factors influencing virtual fashion adoption. Netnography was employed for observing and analyzing fashion consumers’ conversations on Instagram. Semantic network analysis identified central themes (i.e., digital innovativeness, blockchain & NFT, business strategy, brand identity) that emerged from articles regarding virtual fashion. The content analysis of consumer comments was conducted, drawing on the Innovation Resistance Theory and Technology Acceptance Model. Among 1,249 comments, there were 866 negative, 255 positive, and 128 ambivalent comments. Primary negative factors that slow down virtual fashion adoption were: resistance to aggressive marketing, negative image of primary stakeholders, and virtual fashion's disconnect from reality. Findings aid in adjusting the virtual fashion marketing strategies to better balance and respect consumer preferences.