Social media has significantly transformed consumer behavior and marketing strategies in the digital age. The interactive nature of social media platforms allows businesses to engage with customers, enhance brand awareness, and tailor marketing campaigns based on user data. This paper examines the impact of social media on consumer purchasing decisions, brand perception, and engagement. Additionally, it explores various marketing strategies, including influencer marketing, targeted advertising, and content-driven engagement, that leverage social media to maximize business growth. The research provides insights into emerging trends, ethical considerations, and the future role of social media in shaping consumer behavior.