Influencer marketing in social networks has gained immense popularity, giving brands the opportunity to directly interact with the audience through popular bloggers, opinion leaders and influencers. This method does indeed help businesses to effectively enhance their trustiness by providing more customized and attractive marketing campaigns. So, social networks are the timely tool for the development of influencer marketing, which corresponds to the influence on the formation of consumer preferences and consumer behavior. Linking with social media influencers remains one of the most effective means for targeting your customers on the right platform. Influencers are those who are popular on social media that promote brands and products to their audience, which brands can choose according to the audience that the brand wants to reach increasing the success rate for the promotion. Furthermore, endorsements from celebrities are seen as more trustworthy than traditional advertisements, thus enhancing customer loyalty. The effective choice of influencer positively influences the effectiveness of the entire advertising campaign and the attention to ethical standards and transparency in advertising campaigns works, among other things, to the detriment of their effectiveness. The influence of social networks on the formation of specifying this type of marketing, as well as its function in shaping long-term relationships of brands and consumers are established.