Social media platforms now play a central role in how consumers form opinions and make purchasing decisions. With the rapid growth of platforms such as Instagram, Facebook, and YouTube, individuals increasingly rely on digital content, peer feedback, influencer recommendations, and online reviews prior to purchase. The present study investigates the extent to which social media platforms influence consumer opinions and buying behaviour. A descriptive research approach was employed, and primary data were gathered from 200 active social media users through a structured questionnaire. Statistical tools such as descriptive analysis, correlation, and regression techniques were used for data interpretation. The results reveal that social media content, electronic word‑of‑mouth, influencer marketing, advertisements, and trust significantly shape consumer perceptions and purchase decisions. The study highlights the critical role of engagement, authenticity, and credibility in social media marketing and provides practical insights for organizations aiming to influence consumers effectively through digital platforms...
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