This final paper investigates the impact of influencer marketing on consumer behavior of generation Z, which represents a key target group in the modern marketing environment. Generation Z, born between 1995. and 2012., stands out for its digital skills and high engagement on social media. Influencers, people who create content and have a significant impact on their followers, have become an important channel for promoting products and services. The aim of this research is to analyze how influencer marketing affects the attitudes, opinions and behavior of generation Z in the context of consumption. Through a review of relevant literature, the research focuses on key factors that shape this influence, including influencer authenticity, followers' identification with influencers, and perceptions of the relevance and benefits of products or services promoted through influencer marketing. The research methodology includes a combination of quantitative and qualitative approaches, including surveying members of generation Z. The analysis of the obtained data provides insight into how generation Z perceives influencers, how their attitudes change after exposure to influencer marketing, and how often influencers influence their purchasing decisions. The research findings have the potential to illuminate ways marketers can approach generation Z through influencer marketing, with an emphasis on creating authentic connections and relevant messages. This paper contributes to the understanding of the dynamics between influencers and consumers of generation Z and points to the key factors of successful influencer marketing in the modern business environment