This research provides a thorough understanding of how social media techniques influence consumer buying behavior. It emphasizes the relationship between social media techniques and consumer perceptions, pointing out that as brands adapt to the changing digital landscape, they must prioritize transparency, authenticity, and interactivity. The results suggest that effective engagement on social media platforms depends on a clear understanding of consumer needs and the cultivation of meaningful relationships. Marketers who utilize insights into consumer behavior, along with effective social media strategies, can significantly boost brand awareness and loyalty while encouraging repeat purchases. Ultimately, effectively navigating the challenges and complexities of social media marketing is crucial for brands seeking to positively influence consumer purchasing behavior and achieve long-term success in an increasingly competitive landscape. The study also recognizes the challenges of utilizing social media to sway consumer buying behavior. It identifies obstacles such as information overload, concerns about authenticity, and changes in consumer trust that can complicate the connection between social media strategies and purchasing decisions.