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Metaverse and Fashion: An Analysis of Consumer Online Interest

Author

Listed:
  • Carmen Ruiz Viñals

    (Business and Economics Department, Universitat Abat Oliba CEU, 08022 Barcelona, Spain)

  • Marta Gil Ibáñez

    (Business and Economics Department, Universitat Abat Oliba CEU, 08022 Barcelona, Spain)

  • José Luis Del Olmo Arriaga

    (Business and Economics Department, Universitat Abat Oliba CEU, 08022 Barcelona, Spain)

Abstract

Recent studies have demonstrated the value that the Internet and web applications bring to businesses. Among other tools are those that enable the analysis and monitoring of searches, such as Google Trends, which is currently used by the fashion industry to guide experiential practices in a context of augmented reality and/or virtual reality, and even to predict purchasing behaviours through the metaverse. Data from this tool provide insight into fashion consumer search patterns. Understanding and managing this digital tool is an essential factor in rethinking businesses’ marketing strategies. The aim of this study is to analyse online user search behaviour by analysing and monitoring the terms “metaverse” and “fashion” on Google Trends. A quantitative descriptive cross-sectional method was employed. The results show that there is growing consumer interest in both concepts on the Internet, despite the lack of homogeneity in the behaviour of the five Google search tools.

Suggested Citation

  • Carmen Ruiz Viñals & Marta Gil Ibáñez & José Luis Del Olmo Arriaga, 2024. "Metaverse and Fashion: An Analysis of Consumer Online Interest," Future Internet, MDPI, vol. 16(6), pages 1-15, June.
    • Handle: RePEc:gam:jftint:v:16:y:2024:i:6:p:199-:d:1408550
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    References listed on IDEAS

    as
    1. Giang Barrera, Kevin & Shah, Denish, 2023. "Marketing in the Metaverse: Conceptual understanding, framework, and research agenda," Journal of Business Research, Elsevier, vol. 155(PA).
    2. Hyunyoung Choi & Hal Varian, 2012. "Predicting the Present with Google Trends," The Economic Record, The Economic Society of Australia, vol. 88(s1), pages 2-9, June.
    3. Rangaswamy, Arvind & Giles, C. Lee & Seres, Silvija, 2009. "A Strategic Perspective on Search Engines: Thought Candies for Practitioners and Researchers," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 49-60.
    4. Jun, Seung-Pyo & Yoo, Hyoung Sun & Choi, San, 2018. "Ten years of research change using Google Trends: From the perspective of big data utilizations and applications," Technological Forecasting and Social Change, Elsevier, vol. 130(C), pages 69-87.
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