Purpose: People enjoy digital shopping because it allows them to make purchasing decisions anytime and wherever they choose. Businesses can use social media to showcase their products on websites like Facebook, Instagram, and others. The goal of this study is to discover the social media variables that impact customer purchasing decisions as well as to examine consumer perceptions of the items, and determine how social media impacting factors directly affect customer purchase decisions of fashion products. Design/Methodology/Approach: The study relies on secondary and collected sources. This is based on a review of the existing literature, with data obtained from various exploratory articles or papers, journals, books, and magazines. Science Direct, Research Gate, and Google Scholar were used to gather the data required for the study. Findings: This result demonstrates that the concept of consumer perception - usually it is linked to a specific behavior such as emotional and cognitive because of these commitments the virtual market is becoming increasingly competitive. Users' experiences and expectations of online services are fast-changing, and it is necessary for online companies to provide quality information on their websites so that highly trusted customers are expected to make them more engaged. Originality/Value: Through this review, online buying behaviour and other areas of existing literature help the producers, entrepreneurs, and retailers to understand the social media influencing factors on buying behaviour of customers so that they can make their own marketing strategy to increase sales and gain more profit. Paper type: Review of Literature