This thesis examines the process of consumption and media influence on shaping of modern consumer identities. The thesis begins with an insight related to the beginnings of the consumer society from the industrial revolution which was followed by numerous social, cultural, economic, political and other changes which have affected the development of consumer society to this day. Analysis of a consumer society includes influence of consumption on a lifestyle and on various human needs in regards to material values. Considering media presence in a modern consumer society, the main issue of the thesis is to analyze media activities that create and change consumers’ perception through marketing, public relations and advertising. It is also analyzed how these media activities influence brand promotion and what impact it has on consumers. Furthermore, many technological changes and the process of globalization have influenced the development of online shopping. The objective of the empirical analysis is to research the progress of online shopping as well as consumers’ tendency towards it and its influence on consumers’ habits. The results of quantitative research show an upward trend of online shopping, but also the presence of critical thinking in regards to the influence of advertisements and decisions concerned with online shopping. It can be concluded that advertising influences consumers’ choices and perception of online shopping even regarding worldwide famous brands.