Social networks have evolved rapidly over the past decade and they are constantly and continually influencing people’s lives and decisions. They also have a strong impact on the business sector. With the development of social networks, marketing has developed horizontally. Marketing (digital) as we know it, today is very different from traditional. Social networks today do not only serve as a channel of communication and connection, but a place where the purchase and advertising of various products and services takes place. For this reason, this Master's Thesis will focus on the opportunities provided by social networks as a tool for digital marketing. The current pandemic situation has also supported the development and empowerment of digital marketing and online commerce. With the advent of the Internet, social networks were created and today are flooded with various content. Influential people better known as influencers have found their place on social media. Marketing companies have recognized the benefits of doing business with influencers, and today influencers are mostly used to advertise and promote products and services. Formerly WOM, today e-WOM is a powerful tool used by many marketing companies. Influencers are the one responsible for spreading and encouraging e-WOM through social networks. It is considered the most effective way to disseminate information about products and services, and customers trust it more than traditional media channels such as radio and TV. Based on the considered research, the strong influence that influencers have on social network users will be confirmed.