The digital age of the 21st century has fundamentally changed many areas of human life. One of these areas is marketing and marketing communication, which today we find almost entirely in digital form through e-marketing. Its purpose is to find new and more effective ways of promoting and selling services or products to the ultimate target groups of users or customers using all the available aspects of today's Internet, such as social networks and influencers. Very often the target group is precisely adolescents, for these two reasons: 1) the Internet is an indispensable part of their everyday life, and the world it provides them is the one they often shape their own by; 2) they are individuals who, due to the very sensitive and challenging period of their lives they are in, often experiment with various styles, trends, looks and behaviors trying to find themselves and their identity. The purpose of this research was to examine what kind of image adolescents have of themselves and of their own experience of digital media, how familiar they are with the concept of digital marketing and how aware they are of its impact on the user. Additional purpose was to examine the (non)existence of a connection between the aforementioned. 234 adolescents from the area of Split and its surroundings took part in the research, and the results showed that there are differences in the self-assessment of self-image and own experience of digital media, as well as the self-assessment of understanding of digital marketing and awareness of its impact on the user, with regard to the gender of the respondents and their professional status, which also reflected their age. It was also shown that there is a connection between self-assessment of self-image and own experience of digital media with self-assessment of understanding of digital marketing and awareness of its impact on the user.