The diploma thesis called "Influence of influencers on the shopping behavior of their followers" was elaborated with the aim to approach the issue of influencer marketing and at the same time to find out to what extent influencer influences the buying behavior of its followers. The theoretical knowledge focused on influencer marketing, online marketing and social network marketing was subsequently applied to the practical part of the thesis, in which we surveyed respondents' opinion on the issue and influence of influencers on their purchasing behavior through a questionnaire survey. At the end of the thesis we summarized the achieved results.