This graduate thesis will show the impact of media on consumer behavior of members of different generations. Medias and marketing experts are the most interested in the new generation of consumers – „generation Z“. This generation includes consumers who were born in 1995 and beyond. This is generation that use technology daily, and they use It for work, education, socializing, communication and for entertainment. For the members of that generation, the mobility that technology and the Internet provide them is important. Traditional media is still present, but more and more consumers belonging to different generations are turning to new types of media and online communication. Consumers have access to wealth of information at all times, so it is important that content created by the media is tailored to them. With the development of social networks, influencers emerge and develop. These are people who are popular on social networks and have a great influence on consumer behavior creation. Consumers, and especially Generation Z consumers, follow influencers every day and they are ready to buy the products that influencers own to make them feel popular. Companies that want to continue to operate successfully, must be active in monitoring changes in communication with consumers as technology evolves. It is important for customers that companies are active on social networks so that they are more easily and quickly informed. Influencers and companies successfully doing business with each other because the product they represent and own, to customers, is most interesting. The development of media and new types of communication has both advantages and disadvantages for consumers, as they are under various influences and often make their consumer decisions based on indicators that are currently socially acceptable, such as products that are currently popular with members of social networks. At the end of thesis, the research will show the power that influencers have in creating consumer opinions, and the role of social networks in the daily use by Generation Z consumers.