The creation of internet social media has enabled communication of one single person with thousands of others about products and companies that are providing them. The reach of communication from one consumer to another has rapidly grown. Social media can be understood as a hybrid factor of marketing mixture because it allows companies to communicate with their customers in conventional sense, meanwhile in the unconventional, it allows customers to communicate between each other. This topic was discussed in the theoretical part, which also contains a summary of social media, where the option of using social media and single social sides in marketing is defined. The practical part is devoted to a research how users of the Internet and social networks use tools of social media. We tracked opinions of people with the help of questionnaire to the using of social networks, to what extent their decisions about shopping are influenced and in what way it can engage the most.