In conditions of the overall digitalisation of society, companies are dramatically increasing the size and scope of online advertising and allocating more funds to online advertising than ever before. It is important to recognize the key factors which may effectively influence consumer behaviour and to understand the way in which they do so. The main goal of this work is to explore the impact of digital marketing on consumer behaviour: It is composed of two parts – theoretical and empirical. The primary data used was obtained via an online survey and the secondary data was gathered using relevant literature. The theoretical part gives a review of the collected secondary data from available literature (research papers, textbooks, Internet articles...), and, with the aim of fulfilling the main objective of this work, an anonymous online survey was drawn up and conducted on a sample of 70 people during the course of April 2019. This work presents the results of the conducted survey and the results obtained are analysed with the aid of graphs, and then interpreted under each graph. The research was conducted using a questionnaire, while this work uses both induction and deduction methods, as well as analysis and synthesis, historical analysis, description, sampling and measuring. The results of the research show the way digital marketing influences consumers in their purchasing decisions. On the basis of the analysed results, this paper gives recommendations for further research.