This bachelor thesis examines the models of supervision and economics of marketing communication in the environment of online marketing communication. In the first part, after compiling the research methodology, the relevant literature is examined with a focus on consumer behavior in such an environment and the role of social media, search engines and other online platforms. Furthermore, models of marketing communication and models of online marketing communication in the context of supervisory economics are presented. In the next part, we present the research conducted through a questionnaire.