The purpose of the paper is to present the connection between six principles of influence according to the author Robert Cialdini and different areas of digital marketing. An insight into the theoretical overview of the principles of influence used for persuading people is given to provide a deeper understanding of social impact. Present findings are drawn from conclusions based on a conducted qualitative research of the opinions of marketing experts on the application of the principles of influence in the context of digital marketing in the Republic of Croatia. The objectives of the research are to show, on the territory of the Republic of Croatia, the connection between the principles of influence and digital marketing, the level of familiarity of digital marketing experts with the principles of influence in the context of the digital environment, the areas of application of the principles of influence in digital marketing, the effectiveness of the application of principles of influence in the context of the digital environment, the challenges of using the principles of influence in the context of digital marketing, and the perspective of digital marketing experts on the application of the principles of influence in the digital context in the future. In-depth interviews were conducted using an interview guide. Applying the principles of influence, i.e. reciprocity, consistency, social proof, liking, authority and scarcity in digital marketing enables marketers to create effective marketing strategies to attract targeted consumers, achieve long-term consumer loyalty and greater success in the digital environment.