The rapid growth of social media has significantly transformed consumer behavior in the digital age. This study examines how platforms such as Instagram, Facebook, and TikTok influence consumer decision-making, brand perception, and purchasing patterns. Using secondary data and existing research findings, the paper identifies key factors such as peer influence, online reviews, influencer marketing, and targeted advertising. The study concludes that social media plays a crucial role in shaping consumer preferences, increasing brand engagement, and driving purchase decisions.