Since 2020, the word “metaverse” has gained traction in the technology world. Author Neal Stephenson initially described the possibility of the metaverse in his 1992 sci-fi novel Snow Crash, using it to express an idea of a 3D virtual world. As technology evolves rapidly, a modern-day metaverse will emerge, which will be a fully functional virtual environment wherein our virtual avatars represent us. In today's continuous evolving time, marketing needs to keep pace. With the arrival of Web 3.0, the metaverse is poised to impact the future of marketing in unprecedented ways. As we continue to delve more into an immersed digital marketing ecosystem, the metaverse will become the playground for modern-day marketers. Brands will have a more significant opportunity to participate and lead the conversation in the new environment.

Over the years, there has been a revolutionary and steep gain in the interest of veganism. Nowadays, social media has become an integral element in people's lives. Users are spending more time on these platforms than before. Given the tremendous power of social media influencers on consumers and their impact on eating habits, their influence on converting consumers to veganism is intended to be studied. This work evaluates the behavior of online users in connection with their social media followings, measured through hashtag followings, and eventually compared through a community analysis.