The social media effect on raising awareness and change behavior to vegan life-style
OMARIEN, Motaz (2019)
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In recent years, there has been an increase in the number of vegetarians in the world. This thesis highlights the influence of social media (YouTube, Twitter) that leads people to change behavior under the influences of social networking platforms. The paper focuses on people’s reactions on social media entwined with vegan-related concepts. The thesis analyzes the content of the social media postings. The paper also includes the information on an online ethnographic study that was performed by observing the content of a social media group, called “Vegan, Vegetarian, Vegetarianism.” The observations concentrated on the publications where group members asked for advice, information, or solutions. The results indicate that the investigated social media group contributed significantly to the exchange of information, knowledge, and experience. Most importantly, the membership in a social media group provides users with an opportunity to learn about potential solutions that they share with each other. The thesis aims to give an overview of a complex topic by analyzing the possible effects of social media on vegan behavior, as well as on individuals and society as a whole.