The influence of social networks and the influence on the formation of consumer habits is increasingly visible in everyday life. These online platforms for connection are the main subject of observation in this paper in order to better understand their impact on increasing consumerism. Through research conducted among users of the Internet and social networks in different age groups from 18 to 65 years of age, their attitudes towards the promotion of product advertising on these platforms, the role of influence in the promotion of these same products and their influence on consumer decisions and the increase in propensity to consumerism were examined. The survey included 72 respondents, which were conducted using the Google Forms digital tool. While the questionnaire was placed in a common group of all undergraduate EFST students, it was also distributed through a system of friendly recommendations, where existing respondents asked their friends and acquaintances to participate in the survey. The results of the research showed that the vast majority of respondents use social networks daily, and they use Facebook and Instagram most often. The respondents also confirmed that they are often exposed to advertisements and sponsored content when using the Internet and its platforms. Based on the conducted research, it can be concluded that social networks have become the main marketing tool for advertising content, while influencers greatly help this process through paid partnerships. Due to promoting products and encouraging consumers to buy, these trends contribute to the growth of consumerism. In conclusion, from the research conducted, this paper indicates how social networks and influencer marketing significantly influence consumer habits and increase consumerism. In the future, it would be necessary to investigate the impact of continuous use of these platforms on consumer habits and behavior.