214 KB0 KB199720252025Golob, UršaRoškar, Aljaletnik:16številka:31str. 57-68ISSN:1408-1652COBISSID_HOST:254911747URN:URN:NBN:SI:doc-9RAAH4TLslMarketing magazinAkademija MMBlagovne znamkeDružbena odgovornost podjetijpercepcija znamkvloga vplivnežaVplivneživplivnostni marketingVloga značilnosti vplivnežev pri oblikovanju porabnikove podpore družbeno odgovornim pobudam podjetja|The aim of this paper is to explore how social media influencers shape consumer perceptions and support for corporate social responsibility (CSR), and which of their attributes play a key role in this process. The study focuses on the impact of perceived influencer attributes - expertise, uniqueness, trustworthiness and congruence - and their perceived leadership on consumer support for CSR initiatives. The analysis is based on survey data collected from 225 social media users.The results show that an influencer's expertise and uniqueness are the most influential characteristics in shaping their perceived leadership, which in turn contributes significantly to consumer support for CSR efforts. In contrast, trustworthiness and congruence did not show statistically significant effects. In addition to perceived leadership, brand perception also plays an important role in driving consumer support for CSR. Companies that work with influencers who are perceived as competent and authentic can significantly enhance the credibility of their CSR communications and foster greater consumer engagementNamen prispevka je preučiti, kako vplivneži oblikujejo percepcijo in podporo družbeni odgovornosti podjetij (DOP) pri porabnikih ter katere njihove značilnosti pri tem igrajo ključno vlogo. Prispevek se osredotoča na vpliv zaznanih lastnosti vplivnežev – strokovnosti, edinstvenosti, zanesljivosti in skladnosti – ter njihovega zaznanega vodstva na podporno vedenje porabnikov do DOP. Raziskava temelji na podatkih, zbranih z anketiranjem 225 uporabnikov družbenih omrežij. Rezultati kažejo, da sta strokovnost in edinstvenost vplivneža ključna dejavnika, ki prispevata k njegovi zaznani vodstveni vlogi in posledično k večji podpori pobudam DOP. Poleg zaznanega vodstva ima pomemben vpliv na podporo projektom DOP tudi percepcija znamke. Podjetja, ki sodelujejo z vplivneži, ki so prepoznani kot kompetentni in avtentični, lahko s tem bistveno okrepijo verodostojnost svojih družbeno odgovornih aktivnosti ter spodbudijo večjo angažiranost porabnikovTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaDruštvo za marketing Slovenije