AbstractThe era of Artificial Intelligence and the rise of social media have created substantial globalopportunities for businesses worldwide, with digital engagement at unprecedented levels. It is theneed of the hour to conduct research in field of social media influence on consumer behavior inthis dynamic and competitive environment of durable sector. The increased usage of socialmedia platforms has significantly impacted consumer purchasing behavior, particularly inconsumer products, as social media increasingly influences various stages of the buying decision.Additionally, the adoption of artificial intelligence is the game changer for the entire businessworld. Big data insights and sentiment analysis helps to make better decisions for consumers andmarketers as well. This research aims to explore social media's role in the buying processbuilding on existing literature related to consumer behavior and social media marketing. Itreflects how social media is impacting the different categories of population specifically inclinedtowards the brand and value while shopping consumer durables. However, the findings applyspecifically to the chosen population and area, as environmental factors may limitgeneralizability.