Decoding Consumer Sentiments and Emotions in the Metaverse

ABSTRACT This study explored the dominant features and experiences of the metaverse as discussed on social media along with the sentiments and emotional responses associated with these experiences through the lens of the uses and gratifications theory and the appraisal theory of emotion. Using topic modeling, sentiment, and emotion analyzes, this study identified 16 topics categorized into three primary themes: immersive and collaborative experiences, functional and analytical needs, and community engagement and financial gains. Positive sentiments were commonly associated with virtual events, creative activities, and financial opportunities (e.g., parcel, land, and spaces), while negative sentiments stemmed from security concerns, market fluctuations, and unmet expectations. The range of emotions expressed, including joy and fear, reflects the nuanced nature of user experiences. The predominance of neutral sentiment suggests that metaverse‐related topics are addressed in an informational or analytical manner rather than an overtly emotional one. This study contributes to the growing research on metaverse engagement, offering valuable implications for researchers, marketers, and developers seeking to enhance user experiences and address key challenges in virtual environments.