This study focuses on how social media influences the consumer behavior and decision-making of individuals aged 18–23. Surveying 102 participants, it reveals that social media has revolutionized product discovery and purchase processes compared to traditional methods. The impact of social media content on purchasing decisions, including its potential to prompt impulsive buying, is a key aspect explored. The study also delves into the varied ways social media influences consumer decision-making, spanning from brand awareness to purchase patterns, while examining its effect on personal information sharing and brand trust through marketing strategies. Especially, influencers recommendations don't entirely dictate purchases, and participants rarely discuss online shopping experiences, highlighting the study's insights into the complexities of social media's role in consumer behavior. The findings stress the imperative for businesses to integrate social media into their marketing strategies, emphasizing adaptation, engagement, and the provision of relevant content to build enduring consumer relationships.