20.500.12556/RUL-183885 Vpliv digitalnih vplivnežev na nakupne namere potrošnikov zdrave prehrane magistrsko delo The impact of digital influencers on consumers' purchase intentions for healthy food Ta magistrska naloga preučuje vpliv digitalnih vplivnežev na nakupno namero potrošnikov v povezavi z izdelki zdrave prehrane. Namen raziskave je bil preučiti, kako zaznana verodostojnost vplivneža, parasocialni odnos med sledilcem in vplivnežem ter vključenost potrošnikov v zdravo prehrano vplivajo na oblikovanje nakupne namere. Teoretični okvir temelji na teoriji verodostojnosti vira (TSC) in modelu verjetnosti elaboracije (ELM), pri čemer raziskava združuje kognitivne in čustvene dejavnike vpliva digitalnih vplivnežev na potrošniško vedenje. Empirični del raziskave je bil izveden s kvantitativnim pristopom in spletno anketo med uporabniki družbenega omrežja Instagram. Zbrani podatki so bili analizirani s pomočjo metode modeliranja strukturnih enačb (PLS-SEM). Rezultati raziskave kažejo, da ima parasocialni odnos najmočnejši vpliv na nakupno namero zdrave prehrane, saj občutek bližine, zaupanja in identifikacije z vplivnežem pomembno vpliva na potrošnikove odločitve. Prav tako se je izkazalo, da zaznana verodostojnost vplivneža in vključenost potrošnikov v zdravo prehrano pozitivno vplivata na nakupno namero. Raziskava prispeva k boljšemu razumevanju vplivnostnega marketinga na področju zdrave prehrane ter ponuja uporabne usmeritve za podjetja in tržnike pri načrtovanju učinkovite komunikacije prek digitalnih vplivnežev. This master’s thesis examines the impact of digital influencers on consumers’ purchase intentions regarding healthy food products. The purpose of the study was to investigate how perceived influencer credibility, parasocial relationships between followers and influencers, and consumers’ involvement in healthy eating affect the formation of purchase intentions. The theoretical framework is based on the Source Credibility Theory (SCT) and the Elaboration Likelihood Model (ELM), combining both cognitive and emotional aspects of influencer impact on consumer behavior. The empirical part of the study was conducted using a quantitative research approach and an online survey among Instagram users. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that parasocial relationships have the strongest influence on healthy food purchase intentions, as feelings of closeness, trust, and identification with influencers significantly shape consumers’ decisions. The findings also show that perceived influencer credibility and consumers’ involvement in healthy eating positively affects purchase intention. The study contributes to a better understanding of influencer marketing in the context of healthy food promotion and provides useful implications for companies and marketers in designing effective communication strategies involving digital influencers. digitalni vplivneži nakupna namera verodostojnost parasocialni odnos vključenost v zdravo prehrano digital influencers purchase intention credibility parasocial relationship healthy food involvement true true false S. Arh Slovenski jezik Angleški jezik Magistrsko delo/naloga 2026-06-20 07:31:06 2026-06-20 07:31:13 2026-07-03 08:26:15 0000-00-00 00:00:00 2026 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (71 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1-051:366.1(043.2) 195778 283501315 28595.pdf 28595.pdf 1 F77128856F7391177C84370F04513DCE b2f16d1d18e8c806f6c02616edae99ec359a7ce4ab9d43083e45ef3b39b2b35b 2f1e5890-6c69-11f1-9b0d-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=236195 Fakulteta za družbene vede 0 0 0