Modern Economics & Management Forum

This paper examines the profound impact of social media on consumer purchasing decisions. Through analysis, social media platforms influence consumer behavior in four key areas: providing rich information sources to support decision-making; deepening brand awareness and emotional connections; expanding word-of-mouth communication to enhance social influence; and implementing personalized recommendations and precision marketing strategies. These mechanisms collectively transform how consumers obtain information, evaluate products, and make decisions, creating a new consumer decision-making model.