With the emergence of social networks, communication and its methods have significantly changed, making communication accessible to everyone. Social networks have also impacted various aspects of people's lives, including consumer behavior. Additionally, social media plays a crucial role in shaping consumer behavior, especially due to the vast amount of available information. Therefore, the influence of social networks on purchasing decisions and consumer behavior is the subject of this final paper. Social media has become a powerful tool for digital marketing and branding, utilizing targeted ads and influencer-generated content to attract the attention of young consumers. Research indicates that a higher presence on social media can increase consumer trust in online shopping and positively affect their attitudes. Posting positive information on social media further enhances its impact on consumer decisions. Word-of-mouth recommendations and reviews also contribute to building trust and encouraging online purchases. The paper is divided into a theoretical part and research. The theoretical part consists of secondary data that provide insight into the features of social networks, internet marketing, and consumer behavior. Using a survey questionnaire as the research method, the goal was to uncover consumer attitudes and habits. Specifically, the research aimed to examine how the use of social media affects decisions about purchasing products or using services. Following the analysis of the survey results, the research conclusion was drawn. The conclusion of the research is presented at the end of this chapter. Keywords: Consumer behavior, Digital marketing, Influencers, Instagram, Social networks