This paper explores the influence of social media marketing on consumer purchasing decisions within the fashion industry, focusing on data and trends prior to 2015. The study examines the role of major social media platforms—Facebook, Twitter, and Instagram—in shaping consumer behavior, enhancing brand engagement, and driving sales. Key findings reveal that high engagement levels on these platforms correlate strongly with increased consumer trust, loyalty, and purchase intentions. The analysis highlights the significant impact of social media influencers, whose authentic endorsements resonate deeply with followers, and the power of user-generated content in providing valuable social proof. Theoretical implications align with established models like the Technology Acceptance Model (TAM) and the Social Influence Theory, reinforcing the importance of ease of use, perceived usefulness, and social validation. Practical recommendations emphasize the need for brands to adopt platform-specific strategies, invest in high-quality visual content, engage actively with consumers, and leverage influencer partnerships. Despite the rapid evolution of social media, the findings underscore its pivotal role in contemporary fashion marketing, offering insights for future research on emerging trends and platforms.

Keywords: Social Media, Marketing, Consumer Purchasing Decisions, Fashion Industry, TAM.