The advent of social media has brought remarkable changes to both marketing and consumer behaviour. Consumers have tremendous opportunities to engage in social interactions on the internet. Hence, understanding consumer behaviour in the context of social media marketing has become vital for companies that aim to better influence consumers and harness the power of social media. This study underscores the significant impact of social media, revealing that a staggering number of consumers are swayed by its influence when making purchasing choices and researching products on these platforms before making a purchase. Influencer marketing has emerged as a pivotal player in this dynamic landscape, captivating most of the younger consumers. Moreover, the rise of social commerce is undeniable, as consumers seamlessly transitioning from social media browsing to making direct purchases. Platforms like Instagram, Snapchat, Facebook, YouTube have become synonymous with entertainment and lifestyle purchases, while Instagram reigns supreme in the fashion and beauty sectors. However, this burgeoning landscape presents ethical challenges. Transparency in influencer marketing remains a critical concern. This research unequivocally emphasizes the paramount importance of authenticity, transparency, and cultivating unwavering consumer trust for the long-term success of social media marketing strategies