Purpose: The goal of this study is to experimentally examine the impact of social media marketing on customer purchase behaviour in online shopping platforms, concentrating on how digital interactions influence decision-making processes.

Design / Methodology / Approach: The study uses a quantitative methodology with a descriptive and analytical research design. A systematic questionnaire was used to gather primary data from 270 respondents. To analyse the data and find trends in customer behaviour about social media marketing, statistical techniques like percentage analysis were employed.