Social media marketing has emerged as one of the most influential drivers of consumer buying behaviour in the digital age. Platforms such as Facebook, Instagram, YouTube, WhatsApp, Twitter, Telegram etc enable businesses to engage consumers through targeted advertisements, influencer endorsements, customer reviews, and interactive content, thereby significantly influencing purchasing decisions. This study examines the impact of social media marketing on consumer awareness, trust, preferences, purchase intentions, and brand loyalty. It also explores the role of electronic word-of-mouth (e-WOM) and online consumer engagement in shaping purchase decisions. The study is expected to demonstrate that effective social media marketing positively influences consumer buying behaviour by enhancing brand awareness, building consumer trust, and strengthening purchase intentions and brand loyalty. The findings will provide valuable insights for marketers and businesses in developing effective digital marketing strategies to improve customer engagement and achieve sustainable business growth.