The impact that social networks have on consumer behaviour is caused by the rapid development of information technology and the spread of many different social networks on the Internet. Today, more than 4.5 billion people in the world use the Internet, and research has shown that in 2019, 1.9 million citizens in the Republic of Croatia used the Internet. Over time, social networks have become a global communication phenomenon whose form is everyday private and business communication. With the advent of social networks, the number of customers has increased - potential buyers or consumers who have become available to everyone via the Internet, thus creating a new market that is recording constant growth. The space that social networks occupy in the virtual world is not limited but adapts to market requirements. In addition to Facebook, You Tube, Instagram, Twitter, etc., new social networks are appearing on the market every day. The primary task of advertisers on social networks is to monitor and research the market and end consumers or target groups that are to be influenced. Individuals and organizations nowadays live in two parallel worlds, the real and the othervirtual world. The era of digital marketing globalization has begun, and its impact and consequences have yet to be explored in the future. The roles and places that individuals and organizations occupy in the virtual world are different, opportunities and approaches are different, dangers are inevitable, and the consequences will soon be visible to all. Advertising on social networks in the world brings profit and profit, and the position of advertisers in the market among competitors is achieved through the most efficient promotion. Changes in the way consumers behave are influenced by various factors, and we divide them into social, personal and psychological factors. The consumer's choice to buy is the result of the interaction of social, personal, cultural, psychological and other factors that influence the purchase decision. Social media marketing and its role in branding is significant because it connects the brand with potential consumers. Marketing lasts a lifetime of a product, as it is used to try to find new customers and keep existing ones in a way that improves the quality and attractiveness of the product being advertised on the market.