20.500.12556/RUL-181860 Vplivnostni marketing družbenih omrežij in generacija Z: analiza vpliva na nakupno namero magistrsko delo Influencer marketing on social media and generation Z: analysis of its impact on purchase intention Magistrsko delo obravnava vpliv vplivnostnega marketinga na družbenih omrežjih na nakupno namero generacije Z in analizira dejavnike, ki oblikujejo zaupanje mladih potrošnikov v digitalnem okolju. Raziskava se osredotoča na primerjavo vpliva različnih tipov vplivnežev, vlogo posameznih družbenih omrežij in razlike med vplivnostnim marketingom, tradicionalnimi ter digitalnimi oblikami oglaševanja. Empirični del temelji na kvantitativni raziskavi, ki je bila izvedena z anketnim vprašalnikom na vzorcu pripadnikov generacije Z v Sloveniji. Podatki so bili analizirani s statističnimi metodami. Rezultati kažejo, da med izpostavljenostjo vplivnostnemu marketingu in nakupno namero generacije Z obstaja statistično značilna, vendar šibka povezanost. Ugotovljeno je, da generacija Z v večji meri zaupa priporočilom vplivnežev kot tradicionalnim oglasom. Med družbenimi omrežji imata najmočnejši vpliv na nakupno namero platformi TikTok in Instagram. Nano in mikro vplivneži dosegajo večji vpliv na razmislek o nakupu in nakupno namero kot makro in mega vplivneži. Ključna dejavnika, ki pomembno napovedujeta nakupno namero, sta zaupanje v vplivneža in zaznana avtentičnost vsebine. This master’s thesis examines the impact of influencer marketing on social media on the purchase intention of Generation Z and analyzes the factors that shape young consumers’ trust in the digital environment. The research focuses on comparing the influence of different types of influencers, the role of specific social media platforms, and the differences between influencer marketing and traditional and digital forms of advertising. The empirical part is based on a quantitative study conducted through a survey questionnaire on a sample of Generation Z respondents in Slovenia. The data were analyzed using statistical methods. The results indicate a statistically significant but weak relationship between exposure to influencer marketing and the purchase intention of Generation Z. It was found that Generation Z places greater trust in influencer recommendations than in traditional advertisements. Among social media platforms, TikTok and Instagram have the strongest influence on purchase intention. Nano and micro-influencers exert a greater impact on purchase consideration and purchase intention than macro and mega-influencers. Trust in the influencer and perceived authenticity of the content are identified as key predictors of purchase intention. vplivnostni marketing vplivnež družbena omrežja generacija Z nakupna namera influencer marketing influencer social media generation Z purchase intention true true false K. Jordan Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-04-17 07:30:05 2026-04-17 07:30:12 2026-05-07 12:27:16 0000-00-00 00:00:00 2026 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (80 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1-051:366.1(043.2) 194096 275906307 27648.pdf 27648.pdf 1 FDABD6947FDCBBEE9D5B883F47EFE2F0 843d7f0ffb51a76a5ff47946612c539733c33b06327f434d0483a668a3b02fdc 46a27705-3a1e-11f1-b0ab-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=232611 Fakulteta za družbene vede 0 0 0