Aim:  the purpose of this research is to investigate the impact of social media channels on consumer behavior. Method: This research is quantitative and qualitative; the data is collected by conducting a survey and interview. Primary data is collected by questionnaires that is distributed to social media users and interviews with social media page owners that are conducting their business on the following platforms (Facebook, Instagram, WhatsApp, and telegram). A questionnaire was distributed to measure the variables of social media channels (SMC), and consumer Behaviour (CB) from the consumer's perspectives. Results & Conclusions: The results show that there is a significant relationship between social media channels (customization, content, entertainment) and consumer Behaviour. Findings:  The data help to understand platform users' interactions with social media. This is the first research to experimentally analyze the concept of social media channels and consumer behavior on a social media platform using the impacts of customization, content, and entertainment, also, a close relationship between social media channels and consumers allows them to transfer their trust in the former to the suggested items. Suggestions for future research: Future research should focus on other platforms such as TikTok, which has a high traffic of users, as well as consumer behavior that is affected by different needs and priorities.