ČIČMANCOVÁ, Lucia: Native advertising [Diploma thesis] - Technical University in Zvolen. Department of marketing, trade and global forestry, Diploma thesis supervisor: Ing. Michal Dzian, PhD. Degree of academic qualification: Engineer, abbr. ,,Ing.“. Zvolen: TU, 2020The main goal of the final thesis "Native Advertising" is to analyze whether influencer marketing influences the buying behavior of consumers and whether they buy based on the recommendation of products by influencers. The diploma thesis consists of a theoretical and research part. The theoretical part deals with the explanation of basic concepts such as marketing and marketing communication, native advertising and trends in the field of marketing communication and digital marketing. We also characterized the research part includes a questionnaire survey, analysis of survey data and subsequent interpretation of the results. The aim of the questionnaire survey was to find out how respondents perceive influencer marketing and how it influences their shopping behavior. Subsequent interpretation of the results also contains recommendations for which target groups it is appropriate to focus marketing on certain platforms.