Using a Temporal-Causal Network Model for Computational Analysis of the Effect of Social Media Influencers on the Worldwide Interest in Veganism

Abstract

Over the years, a clear and steady rise can be seen in the interest in veganism. Although research has been conducted to determine the reasons why veganism has grown, ultimately there is still a necessity for further research on how social networks affect its growth. This paper aims to provide a possible explanation for the rise in interest, using computational analysis based on a temporal-causal network model focussing on social contagion. This model portrays a simulation of a sample size population on Instagram, showing how a social influencer can influence the opinions of people directly (influencers’ followers) and indirectly (followers of the influencers’ followers), and how this compares to a situation in which this influencer is not there.