Influencers as the "walking ads" of modern marketing are changing the traditional advertising frameworks and becoming a growing phenomenon globally. The link between subjects is the key to understand a process of communication through marketing promotional mix from advertising to direct marketing, which has become the foundation of today's internet marketing. WOMM marketing, marketing by word of mouth "from mouth to mouth" has always been, for most people the basis for making decisions when buying the desired products or services. Although the oldest form of marketing communication, it is still ubiquitous today. The success of word of mouth marketing lies in the fact that people by nature are skeptical of the advertisers' aspirations. The advent of mass media and the commencement of digitization brought a big breakthrough and created a new market, a fertile ground for companies carrying out marketing activities. The new era has also brought changes and shift in the power structure in the terms of withdrawal from monopolization and status symbols enjoyed by companies with large resources and budgets for self-promotion and opened up opportunities not only for smaller companies but also for skillful individuals who are able to seize their creative thoughts from paper into digital sphere and utilize their knowledge and creativity. These aforementioned individuals today are known as “influencers” and some of them have succeeded to elevate themselves from the blog they started with, to the point of creating a global empire and their own companies through social networks. The way ones creates an online self- impression is vital to the interest of the brand they work with, so it is of utmost importance to stay involved in the process of creating sponsored content and be able to “sell a story” written by the marketer, but ones has to reassure it’s self-preservation and not “sell his authenticity“on the way to the goal of the marketer. By means of a practical example, the purpose of a conducted survey was to investigate how many respondents are familiar with the current topic and how it affects them when deciding on purchasing certain products and services constructed in the process of influencer marketing.