The final paper "Examining consumer habits under the influence of digital brand promotion" examines changes in consumer habits of users under the influence of the Internet. The paper analyzes how traditional media, such as television and print media, have lost part of their dominance in favor of the Internet and how this has influenced the change in media and consumption habits of users. The paper investigates how members of Generation Z use the Internet as the main source of information and entertainment and how these changes are reflected in their shopping habits. Generation Z's media consumption habits are significantly different from previous generations, and the reason for this is the wide availability of the Internet and the variety of digital platforms. Through the research and analysis of these topics, an insight is provided into how the Internet affects the purchase decisions of Generation Z. The work aimed to examine the kind of perception Generation Z has about their purchasing habits, attitudes and actions they take under the influence of content published on the Internet. The paper emphasizes the importance of understanding the digital habits of consumers in the context of influencer marketing and changes in media habits, and how these insights can be applied in marketing strategies aimed at Generation Z. The results of the Generation Z survey show that the Internet greatly influences the attitudes and perceptions of users and that brands can have a great impact on consumers using well-selected and high-quality content.