Research Data for "Sustainable Spectacle: AI Avatars, Digital Costumes, and the Democratiz

Research data from a netnographic study of Decentraland's Metaverse Fashion Week between 2022 and 2024. The dataset includes 820 thematic coded entries, a 42-hour observation log, summaries of 1,847 social media posts and 680 Reddit/Discussion posts, and analysis of 23 brands. It was created by Rui Zhang and released under a CC-BY-4.0 license.

Use Cases

• Analyzing themes of spectacle production and sustainability based on the coded entries.
• Studying platform power dynamics based on the observation log and social media data.
• Examining democratization discourse in digital fashion based on user discussion catalogs.
• Investigating brand marketing strategies in virtual spaces based on the marketing materials analysis.

Strengths

• 820 thematic coded entries with 37 secondary codes provide detailed qualitative analysis.
• Inter-coder reliability assessment shows substantial agreement with a Cohen's Kappa of 0.83.
• Data collection includes multiple sources: 42 hours of observation, 1,847 social media posts, and analysis of 23 brands.

Limitations

• The dataset is small in file size (20.9 KB), suggesting limited raw data or highly summarized content.
• Full original social media content and user discussions are not included, limiting reproducibility.
• Column-level documentation is absent; field semantics must be inferred after download.

Provenance

Source

figshare

Collection Method

Netnographic study involving platform observation, social media scraping, and qualitative coding.

Time Range

2022-2024

Freshness

Last updated 2026-05-11 09:17:10