One of the strategies that fall under "Digital Marketing" umbrella is "Social Media Marketing." It is a marketing strategy in which social media channels are utilised by marketers in order to engage with consumers, promote a brand and its associated products, and increase brand awareness.Consumers' buying behavior takes into account all of the aspects that influence the decision making process, including the consumer's attitude, preference, and the appeal of the brand, among other things. The use of social media in marketing has a beneficial effect on the purchasing behaviours of end users. The research provides substantial data to establish that most consumers are persuaded, attracted, and actually make purchases due to social media marketing.