Social networks are part of our everyday life, and the role of influencers is gaining more attention. Due to the participatory culture on the internet, people enjoy the feeling of belonging and participation, which is satisfied through social activities, such as commenting, sharing experiences, and saving media content. For successful personal branding, the research conducted in this paper shows that the values most appreciated amongst digital influencers are honesty and authenticity. The main purpose of this paper is to research internet users’ perceptions of the branding of digital influencers. The paper contains both theoretical and empirical components. In the empirical research, a quantitative data collection method was used through an electronic survey questionnaire, with a random sample of respondents. The analysis of the data indicates that internet users have a positive attitude towards digital influencers only if they perceive them as sincere and authentic. The rest of the research could be additionally conducted through two focus groups divided into members of "Generation Y" and "Generation Z". These focus groups could observe the differences in the perception of the term influencer, but also determine the preferences of "Generations Y and Z" regarding the content they prefer to consume. Additionally, the focus groups could examine attitudes towards sponsored content and how to improve the personal branding of digital influencers.