# Metaverse and Fashion: An Analysis of Consumer Online Interest
## 7 Results  
### Analysis of Results in Google Trends  
As described in Section 2, Google Trends explains, \"the numbers reflect search interest in relation to the maximum value of a graph in a given region and period. A value of 100 indicates the maximum popularity of a term, while 50 and 0 indicate that a term is half as popular as the maximum value or that there was not enough data for the term, respectively\". Research Question 1 (RQ1) seeks to identify the geographical locations of users who extensively search for the terms \"metaverse\" and \"fashion\" on the Internet. The popularity index for these search terms on Google in 2022 peaked in March, as shown in Figure 1. Previous studies, such as [PERSON] et al. [39], have validated the effectiveness of Google Trends as a suitable tool for analysing user interests across diverse domains. In terms of location, interest was detected in 14 different regions, with Singapore standing out above the rest. The other locations, in descending order of user interest were Hong Kong, the United Kingdom, Italy, the Netherlands, Spain, France, Australia, the United States, Canada, Germany, India, Argentina, and Brazil. Focusing on cities, London and New York stand out significantly. To go into greater detail, regarding Research Question 2 (RQ2), which referred to what other words are associated with the terms \"metaverse\" and \"fashion\" in Internet searches, we analysed related queries in order to examine the related topics users were interested in. Thus, we observed that the leading web queries were mainly related to both concepts separately. At the company level, only Gucci and Nike appeared, albeit with little relative weight. Table 1 shows the score for each related query based on a relative scale in which 100 indicates the most frequent search query and a value of 50 indicates queries whose search frequency is half the search frequency of the most popular query, and so on. Finally, and in relation to the previous table, it should be noted that the three searches that experienced the greatest increase in frequency compared to the previous year were \"fashion in the metaverse\" (+140%), \"decentraland\" (110%) and \"nft\" (70%). As has been shown before, search statistics have a certain explanatory capacity for user's interests [40]. In this way, it is possible to predict the growth of the phenomenon. Next, our analysis proposed Research Question 3 (RQ3) to identify whether there are significant differences in search keywords between the different Google corporate communication platforms. Following the examination of the Google search engine, our  
Figure 1: Interest in the concepts “metaverse” and “fashion” in the Google web search engine in 2022. Source: Google Trends (2023). attention shifted to the second Google tool, YouTube. Figure 2 shows the popularity index throughout 2022 of the search for both concepts at the same time on YouTube, reaching its maximum in March, just as for the web search engine but following a more irregular trend. Interaction with YouTube as a social space permits the detection of new interests in a self-directed mode [41].