The Impact of Social Media Influencer Marketing on the Consumer Behavior in the Vegan Market

Abstract

This study investigates the role of social media marketing in the vegan business. Meanwhile, veganism involves a number of related topics, including eating habits and nutrition, the use of animals in medical and cosmetic research, fitness and general well-being, and a variety of other societal concerns. Each of the veganism-related topics may spark online debates involving a variety of materials, content authors, and users. Some social media users and social networks appear to be especially important in sharing veganism knowledge and boosting veganism adoption. The purpose of this study is to investigate the relationship between social media marketing and the veganism business by determining which aspects of influencer marketing result in higher customer involvement.