Impact of Social Media Influencers on Conversion Towards Veganism

Over the years, there has been a revolutionary and steep gain in the interest of veganism. Nowadays, social media has become an integral element in people's lives. Users are spending more time on these platforms than before. Given the tremendous power of social media influencers on consumers and their impact on eating habits, their influence on converting consumers to veganism is intended to be studied. This work evaluates the behavior of online users in connection with their social media followings, measured through hashtag followings, and eventually compared through a community analysis.