Social media has become an important channel through which businesses communicate with consumers, introduce products, build brand awareness and influence purchase decisions. Platforms such as Instagram, Facebook, YouTube and short-video applications allow consumers to discover products, view demonstrations, compare alternatives, read reviews and interact with brands. This study examines the effectiveness of social media marketing on consumer buying behaviour, with particular attention to brand awareness, electronic word of mouth, influencer content, engagement, trust and purchase intention. The paper uses a descriptive and conceptual approach based on secondary sources and established marketing literature. It explains the stages through which social media content may affect consumer decision-making and identifies factors that can strengthen or weaken this influence. The discussion indicates that social media marketing can support product discovery and purchase intention when content is relevant, credible, informative and engaging. However, exposure to promotional content does not automatically result in a purchase; price, product quality, personal needs, consumer trust and prior experience also matter. The paper recommends that organisations evaluate campaign performance using meaningful measures such as engagement quality, website visits, conversion rates, customer feedback and repeat purchases rather than relying only on likes and follower counts .The study is expected to provide valuable insights into the impact of social media marketing on consumer buying behaviour and preferences. It will help businesses understand consumer needs, improve their marketing strategies, increase brand awareness, and build customer trust. The findings of the study may also help organizations identify the most effective social media platforms for influencing consumer purchase decisions and enhancing customer engagement.

Nagendra Birbahadur Singh, Dr. Nitin Vasantrao Ganorkar, "A Study on The Effectiveness of Social Media Marketing on Consumer Buying Behaviour" International Journal of Scientific Research and Engineering Development, V9(6): Page(34-38) November - December 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.