The modern digital world has changed the way Generation Z consumes information, makes purchasing decisions and builds relationships with brands. This generation grew up in the era of technology, shaping trends and influencing marketing. Influencer marketing has become a key tool that allows brands to establish authentic relationships with young consumers who value authenticity, transparency and individuality. Influencers, thanks to the trust of their audiences, effectively influence their purchasing decisions, building lasting relationships between brands and Generation Z. Therefore, the aim of this study is to identify the impact of influencer marketing on the behaviour of Generation Z consumers by analysing selected campaigns aimed at this generation.