STUDY: Impact of social media influencers on conversion towards veganism
The study revealed the use of social media 'hashtags', the largest form of social network, is how users came to identify veganism to be not only about food but also how a person aspires to live or lifestyle. Furthermore, 'influencers', the second largest form of social network, were identified as having a strong impact on users and followers in changing their eating habits and converting them to veganism.
SUMEET SINGH LAMBA: Veganism, as a dietary style, emphasises the consumption of primarily plant-based meals while avoiding all animal products. Veganism has witnessed a dramatic and sharp surge in popularity in recent years. Food is an essential element of everyone’s daily existence. It is therefore important to study what people consume and their attitudes about specific foods from the standpoint of health and fitness. One way to obtain these types of information about the food is through social media analysis… Research is being conducted to measure the reasons why there is an increase in veganism… and how social networks affect its growth.
Social media these days has turned out to be a daily element in everyone’s routine. Users are spending more time than ever before on social media platforms. Through their continued use of social media platforms, users generate passive as well as certain active digital impressions. These data points can prove to have a strong potential in various areas of research. As a result, key indices in comprehending people’s communication pertaining to social media is available. This makes it crucial to understand behavioural tendencies, views, and opinions on any subject and their past experiences. Enhanced use of social networking sites impacts eating habits; hence, analysing the data produced by the social network is important for having a clear picture of the meaning behind the footprints used in the context of healthy food…
Social media influencer is an individual with a sizable social media following who has the ability to influence their followers’ general consumer behaviour through product promotion. Considering the strong impact social media influencers have on consumers, which can aid in altering their eating habits, its impact is attempted to be assessed on converting consumers to veganism. This work evaluates the behaviour of online users in connection with their social media followings, measured through hashtag followings, and eventually compared through a community analysis…
Users’ content posted on the internet and social media can be studied in detail through systematic analysis and breakdown of the tweets and other postings. This study demonstrates that hashtags, as a specific form of communication, represent a study opportunity to evaluate the opinions and experiences of social network users in any given field. Through the data research on tweets with hashtags, the following five networks were extrapolated: Active lifestyles, Influencers, Diets, Recipes, and Health problems. In light of these findings, it is possible to confirm that lifestyle has a great significance within the discipline of healthy eating. In addition to the #healthyfood hashtag, the hashtags #healthylifestyle and #healthyliving were the most popular. This important discovery reveals how people on social media identify diets and food with a way of life, which is not only about food but also about how a person aspires to live.
The “influencer” network was the second-largest network in our study. Considering influencers have been identified as the second-largest network, followers might be highly inspired by them. The foundation of influencer marketing is the creation of trust between influencers and their followers, to whom the influencer conveys its expertise, experience, attitudes, ideas, and opinions via social media (23). Considering influencers have been identified as the second-largest network, followers might be highly inspired by them. According to a social media study, the most conveyed food qualities in 2021 were vegan, organic, and homemade, with a strong emphasis on healthy eating via the hashtag #healthyfood. It is a significant study because it illustrate show people create opinions about healthy eating habits on social media.
Considering social media is now an integral component of consumers’ lives, analysing the data generated via their interactions with social networks has become a vital subject in many fields of study. This study demonstrates that hashtags, as a specific form of communication, represent a study opportunity to evaluate the opinions and experiences of social network users in any given field. The results of social media analysis based on hashtags provide information for theoretical application in systematic research and practical application in strategic marketing and management. Our explanation in this study proposes some techniques and opportunities for using the framework as model scenarios for future research. SOURCE…
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