With the development of technology and Internet, new communication channels are emerging through which a huge number of information is transmitted. Consumer behavior during the purchasing decision making process is influenced by various environmental factors and the enormous amount of information they receive through communication channels. With the popularization and development of social networks, marketing experts have noticed their importance and began to focus their marketing activities on social networks. Some of the most popular social networks are Facebook, Instagram and YouTube. These platforms enable creation and sharing of content and allow interaction with the audience, which makes them a specific promotion channel. Consumers are nowadays exposed to various advertising messages through traditional media and social networks, and due to information overload, they are not sure which sources to trust. However, social networks bring new promotion methods through influencers, ie influential people whom the public admires and trusts. They have an influence on trends and opinions due to their popularity, authority, knowledge, or relationship with their followers on social media. That is why companies use influencers as a third party in communication between the brand and the audience. Communication on social networks varies depending on the influencer, topic, content, but also the audience. By publishing authentic and quality content, influencers have the power to attract and connect with consumers. The connection between influencers and their followers can result in a change of opinion and attitude, or it can encourage certain actions such as buying a product or a service by a follower, ie in the long run economically – the consumer.