This work analysed the impact of influencers on Generation Z through a theoretical framework and empirical research. The theoretical part analyses the concepts of social networks, the characteristics of Generation Z, and the role and importance of influencers in the modern digital world. Special emphasis is placed on the aspect of influencer authenticity, their impact on consumer habits and the formation of social values among young people. The empirical part of the report is based on research conducted through a questionnaire on 116 respondents between the ages of 15 and 30, of both sexes. The aim of the research was to examine the perception and attitudes of Generation Z towards influencers, with a focus on the frequency of using social networks, the types of content they follow and their trust in information, participation in prize games and other influencer marketing activities. The results of the research disclosed that, according to respondents, influencers have a significant influence on the formation of consumer habits and social values among respondents, with Instagram and TikTok dominating as the most popular platforms. The authenticity of the influencers proved to be a key factor in maintaining the trust and loyalty of the followers. The theoretical and empirical findings of this paper contribute to a better understanding of the complexity of the relationship between influencers and Generation Z and provide guidelines for more effective implementation of influencer marketing in practice.