The aim of this thesis is to present the impact of influencers on the sale and promotion of products on social networks and to consider the change in various business processes caused by the development of the Internet. The thesis describes the change in consumer behavior and a new way of involving users in business processes. The survey establishes a link between influencers as the fastest growing form of internet marketing, companies that advertise through them and followers on social networks who consume the offered media content and also participate in the process as consumers. It also determines the relationships between individual members in the process of influencer marketing, what level of trust they achieve and what results are achieved by a well-developed promotion strategy on social networks. The survey determines that most respondents actively use social networks and follow influencers, but also the most of them do not trust influencers when it comes to paid advertising. They find their recommendations partially useful and would like to participate in a socially responsible project involving an influencer. It also determines that most influencers consider their performance and communication with followers on social networks important and do not agree to any paid promotions unless they are sure of what they are promoting.