This research explores the impact of social media platforms, particularly Facebook, on businesses' marketing strategies and consumer relationships, focusing on its significant influence on customers' decision-making processes during purchase decisions. By in-depth interviews and an extensive review of secondary data, the research employed "thematic analysis" using NVivo Qualitative Analysis software.

The findings shed light on a variety of subjects, highlighting the significant link between social media marketing initiatives, particularly those on Facebook, and consumer purchasing choices. In addition to its academic consequences, this study is managerially relevant since it identifies factors critical for capturing target consumers and driving purchasing choices. It also represents a larger research trajectory, providing further insights into the complex dynamics of consumer behavior in the changing world of online shopping

Summary Statement of Contribution

This study explores the impact of social media on marketing, particularly Facebook's influence on customer choice. It reveals a direct correlation between purchase intentions and social media marketing activities. The findings offer valuable insights for managers seeking efficient marketing strategies and contribute to academic research, laying the groundwork for further research on customer behavior in online shopping