Abstract Social media has transformed how businesses connect with consumers, influencing buying behaviour across generations. This research paper investigates the role of social media marketing in shaping consumer preferences, attitudes, and purchase decisions. With platforms like Facebook, Instagram, Twitter, YouTube, and TikTok becoming integral to daily life, marketers increasingly deploy targeted campaigns to engage potential customers. This study examines the effectiveness of social media promotions, user-generated content, influencer endorsements, and online reviews in triggering purchase behaviour. Using a mixed-method approach, data from 300 respondents were collected via structured questionnaires and analyzed using descriptive and inferential statistics. Findings reveal that social media consistently impacts consumer awareness, evaluation of alternatives, and final purchase decisions, especially among younger consumers. Insights from this research can help marketers optimize social media strategies to enhance engagement and drive sales.