Numerous changes, caused by the rapid development of technology and the emergence of Internet and social networks, that have led to greater consumer awareness, have had an impact on the development of marketing communication. In this new world a new generation of consumers was brought up – the generation Z, that thinks and processes information differently from its predecessors. Aware of the fact that members of this generation are the consumers of the future, today, advertisers need to know them better than themselves, and interact with them in the places where they spend most of their time and in the way that suits them best. Today, when they can ignore the ads more easily than ever before, advertisers are looking for new ways to get their message noticed. Therefore, one of the new trends in the marketing business is influencer marketing - a marketing tactic that identifies people with the potential to drive a target audience to act, who will then promote content on behalf of the client (Newstex, 2016). What the advertisers perceive as the greatest advantage of this approach is the fact that it is more effective than traditional tactics. Thanks to its authenticity and credibility, it ultimately leads to less resistance to the message (de Vries et al., 2012). The way in which advertising can influence consumers' purchasing intent is the subject of research by numerous authors. According to the Ajzen and Fishbein'stheory (cited in MacKenzie et al. 1986), cognitive or affective reaction to an ad affects the attitude towards the ad, which affects the attitude towards the brand, which ultimately affects the purchase intent (MacKenzie et al., 1986). In the context of this type of advertising, many authors cite source credibility as a major component that affects advertising effectiveness. This paper presents key theoretical insights on influencer marketing, consumer attitudes, and the characteristics of the target group, in this case, generation Z. Finally, an empirical study was conducted among members of the generation Z, which confirmed the influence of the influencer’s credibility on the attitude towards the ad. Moreover, conclusions were drawn about the importance of the adequacy of the influential person presenting the product of a brand for the target group.