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Social Network Analysis and Mining

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01-12-2023 | Original Article

Go vegan! digital influence and social media use in the purchase intention of vegan products in the cosmetics industry

Authors: Rennan Carvalho dos Santos, Marianny Jessica de Brito Silva, Marconi Freitas da Costa, Karen Batista

Published in: Social Network Analysis and Mining | Issue 1/2023

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Abstract

The article delves into the rising trend of vegan cosmetics in Brazil, driven by ethical and environmental concerns. It examines how digital influencers on Instagram influence consumer behavior towards these products, focusing on the role of source credibility and social media use. The study, conducted among followers of Brazilian fashion and beauty influencers, reveals significant relationships between these factors and the intention to purchase vegan cosmetics. The findings contribute to the understanding of consumer behavior in the cosmetics industry and the effectiveness of digital influencers in promoting sustainable products.

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Title: Go vegan! digital influence and social media use in the purchase intention of vegan products in the cosmetics industry
Authors: Rennan Carvalho dos Santos
Marianny Jessica de Brito Silva
Marconi Freitas da Costa
Karen Batista
Publication date: 01-12-2023
Publisher: Springer Vienna
Published in: Social Network Analysis and Mining / Issue 1/2023
Print ISSN: 1869-5450
Electronic ISSN: 1869-5469
DOI: https://doi.org/10.1007/s13278-023-01034-7

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Go vegan! digital influence and social media use in the purchase intention of vegan products in the cosmetics industry

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