Barbara Sitko

THE PROMOTION OF VEGANISM BY INFLUENCERS. A CASE STUDY OF SELECTED INSTAGRAM PROFILES

Introduction

The promotion of veganism by influencers. A case study of selected instagram profiles. Discover how influencers promote veganism on Instagram. This case study analyzes selected profiles, focusing on message content & form. Learn about social media's impact on idea dissemination.

Abstract

Social media functions as a space for various activities, not only in the personal or business dimension, they are also a tool for promoting important ideas. Social media can be used by both institutions and private individuals – especially influencers who reach a wide audience with their message. The article discusses the issue of the promotion of veganism by (social) influencers. The author analyses, in a form of a case study, selected Instagram profiles in terms of content and form of messages in order to do this. The starting point for the considerations is the characteristics of social media (with particular emphasis on Instagram) and the explanation of the term influencer and other related issues. The article also introduces the issue of the multidimensionality of veganism.

Review

This article addresses a highly pertinent and contemporary topic: the role of social media influencers in promoting veganism, specifically through Instagram. The abstract clearly outlines the paper's intention to explore how these digital opinion leaders leverage their platforms to disseminate ideas related to veganism. Given the increasing prominence of both influencer marketing and plant-based lifestyles, this study promises a timely and relevant contribution to our understanding of digital communication strategies and their societal impact. The methodology, framed as a case study of selected Instagram profiles, offers a focused approach to analyze the content and form of messages employed by influencers. The abstract commendably establishes a robust theoretical and conceptual groundwork, indicating that the paper will first characterize social media, define "influencer," and introduce the multidimensional aspects of veganism. This foundational work is crucial for providing context and ensuring a comprehensive analysis, setting the stage for a detailed qualitative or mixed-methods investigation into how specific communication tactics translate into advocacy for veganism. While the abstract provides a solid outline, further clarification on certain methodological specifics would strengthen its promise. For instance, the criteria for selecting the "selected Instagram profiles" – such as the number of profiles, their reach, or their specific niche within veganism – are not elaborated, which is vital for assessing the study's generalizability and scope. Additionally, outlining the specific analytical framework or theoretical lens through which the content and form of messages will be examined would be beneficial, moving beyond a purely descriptive analysis towards a more robust scholarly contribution.

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