This paper was created based on reviewing, researching, analyzing and interpreting the results of the influence of the media on the development of consumer culture in the Republic of Croatia. Along with globalization development, there was a great development of the Internet and information and communication technology, due to which new digital media were created. Digital media represent media encoded in formats that are readable on technologies such as smartphones, computers, tablets, and so on. Social media needs a social network with the goal of distributing content to other users on the platform. A social network is a network on the Internet through which users create their user profiles and connect with other users on the social network platform. Today, social networks are considered to be the best way of socialization between companies and consumers. Consumption is the main characteristic of society today, since life is easier for an individual when he owns various material things and buys and consumes products and services. The research in this paper was conducted through a questionnaire and it included 72 respondents. The results of the research in this paper have shown that the media have a great influence on the development of consumer culture in the Republic of Croatia. Respondents notice products that have been promoted through a social media promotional tool, but feedback from other users is the most important factor in the decision to purchase a particular product or service. It was also revealed that the respondents believe that social media has a negative impact on their shopping habits and that because of social media they buy more products than they need