This paper explores the impact of influencer marketing on Generation Z, i.e., individuals born between 1996. and 2012. The topic focuses on the perception of influencers, their role in shaping purchase decisions, and a comparison with traditional advertising. The paper is based on theoretical and empirical research. The theoretical section encompasses the concept of influencer marketing, the role of Generation Z in the digital world, and the process of making purchase decisions. The empirical part is based on a survey conducted through social media, and the data is analyzed and presented graphically. Respondents have shown interest in influencers, but trust in their genuine product recommendations is low. A significant number of participants have bought a product based on an influencer's recommendation at least once, while many have refrained from purchasing due to the same recommendation. Honesty and authenticity are key characteristics of influencers for Generation Z. Instagram is the most popular platform for following influencers, although it was assumed that YouTube or TikTok could hold that position. Participants believe that influencer marketing and traditional ads have a similar impact on their purchase decisions, but influencer marketing has a broader reach, and more respondents ignore traditional advertisements. The empirical section confirms various theoretical findings while also providing new insights, highlighting the importance of influencer authenticity and their ability to connect with Generation Z.