Abstract
In the article we discussed the meaning of online social media in the process of consumer shopping behavior. With the development of the Internet the number of online media has increased and so has the number of their users. In the empirical part we focused on the Slovenian population aged between 15 and 24 years. The aim of this research was to determine the perception of impact of social media Facebook, Instagram, Twitter, TikTok on young consumers when purchasing products and services of specific groups. We found that the interviewees most often follow Instagram, YouTube and Facebook. Modern social media mostly influence the purchase of clothes, audio video equipment and computers, products for sport and recreation as well as products for personal care and health. Relating to shopping behavior there are differences in gender. Women are mostly influenced by online media when they purchase clothes, products for personal care and health as well as products for sport and recreation whereas men are mostly influenced by them when they purchase audio video equipment and computers as well as products for sport and recreation. When choosing clothes, the clothes producers' websites and modern social media have the biggest impact on the purchase decision.
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