Social media has changed the way a business communicates with consumers and potential customers. Social networks are used not only by young people, but by members of all generations, from Baby Boomers to Generation Z. They use them in their free time, but also during work, that is, for communication and connection with friends and family, that is, for business purposes. Users also search for available information about products and services before making a final purchase decision, which can be influenced by the experiences of others on social networks. Users of social networks are provided with freedom of speech and sharing experiences and opinions with others. On the other hand, social networks enable the promotion of products and services to a target group of consumers. Activities in social media, such as sharing information, knowledge and participating in discussions, influence the consumer behavior of social network users, i.e. their purchase decision, but also in companies that analyze the behavior of the target group of consumers in this way, they adjust the way of advertising to potential customers. In order for the promotion to be successful, it is important to analyze the key factors of the consumer behavior of the generation who are potential users of the products or services being promoted. In this paper, the consumer behavior of the BabyBoom generation and generation Z was analyzed by analyzing the attitudes and opinions about the impact of social networks on the purchase process, which were collected through a survey.