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.
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