Abstract: The object of the study is youth. The purpose of the article is to study modern forms of influence of social institutions (social media and advertising) on consumer preferences of young people. The subject of the study is the peculiarities of consumer decision–making under the influence of the Internet media. Research methods: analysis of scientific literature, content analysis and classroom studies of social media, sociological survey. The results of the study allow us to find out the manageability of youth as a social group, to determine the role of social media in the formation of consumer behavior of young people. The most interesting, from the point of view of young people, social media have been identified. The possibilities of influencing consumer behavior through the contents of images and symbols are indicated.     The dependence of the consumer behavior of young people on the opinion of famous personalities advertising goods and services has been established. Not only the general consumer preferences of this youth group are analyzed, but also differences in preferences based on gender. The novelty of the work performed lies in the study of consumer behavior of the selected age group from 22 to 25 years. Conclusion: consumption is aimed not so much at maximizing individual utility as at creating a certain socially approved level and model of consumption. The results of the study can be used in the formation of a youth image and lifestyle, the orientation of consumer behavior.