With the growing popularity of social media, not only among users but also companies and brands, new opportunities for advertising are possible. Among them is Instagram, one of the most successful and fast-growing. It is no longer useful just for posting photos and connecting with friends. Also, it creates various opportunities for brands to get closer to consumers. The thesis thus focuses on researching the consumer's attitude towards advertising on Instagram, which antecedents play an important role in this and, consequently, what impact this has on the purchase intention. In the empirical part, I verified this with quantitative research. Based on the results, I can confirm the connection between the attitude toward advertising and the brand, as well as purchase intention. However, I cannot claim that all the factors of the perceived value of advertising have an impact on attitude toward advertising. Neither can I claim that there is an influence of the attitude toward the brand on the purchase intention. For that reason, the results are slightly different from other researches, which provides guidelines for the future.