Social media influences consumer behavior by shaping perceptions and driving purchasing decisions. Online reviews, influencer endorsements, and user-generated content can significantly impact brand choices, as consumers place trust in peer feedback over traditional advertising. Social platforms also enable targeted advertising, reaching potential customers based on their interests and demographics. The immediacy of social media fosters impulse buying while allowing consumers to engage with brands directly. Consequently, businesses must navigate this evolving landscape carefully to harness social media's power to drive engagement and loyalty effectively.