Social media significantly affects consumer behavior by shaping perceptions and influencing purchasing decisions. Platforms facilitate the sharing of experiences, reviews, and recommendations, creating a sense of community among users. Consumers often rely on social proof, such as likes and shares, to gauge the popularity and credibility of products. Additionally, targeted advertising on social media allows brands to reach specific demographics with tailored content, enhancing relevance and appeal. The instant feedback and engagement offered by social media further drive consumer expectations for brands to respond and interact swiftly.