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Purpose – the purpose of the article is to analyze the impact effect of Influencers marketing on consumerbuying behavior by determining which partnership opportunities are most relevant.Research methodology – the theoretical analysis of scientific literature and quantitative statistical analysis of empiricalresearch results.Findings – the research in Lithuania has shown that before making a decision to purchase a product or a service, mostrespondents are actively seeking information in social networks by reading other costumers feedback. Moreover, thesurvey reveals that recommendations, comments, shared information about certain brands by Influencers are the mostimportant factors in changing buying behavior.Research limitations – the main limitations of research may be the geographical research area – Lithuania and socialnetworks (Facebook).Practical implications – understanding of Influencers impact on consumer buying behavior.Originality/Value – this scientific topic is rather new. Scientists, like Matsumura, Yamamoto, &amp; Tomozawa (2008),investigated Influencers and Consumer Insights impact in the Blogosphere; Thakur, Srivastava (2015) presented a Conceptual research model of Influencers impact of Customer Satisfaction and Loyalty and etc. However, there is a lack ofresearch investigating the impact of Influencer marketing on consumer buying behavior. This research aims to fill thisgap in the Lithuanian case

The impact of Influencer marketing on consumer buying behavior in social networks