In the modern digital era, social media sites play a dominant role in shaping consumer behavior. This research examines the complex interplay between social media usage and customer preference and the role of online participation, influencer promotion, and user-generated content in shaping purchasing behavior. Employing the analysis of a varied dataset of consumer behavior and purchasing behavior, we seek to identify the particular mechanisms by which social media shapes brand perception and product choice. Our results emphasize the influence of authenticity and community involvement in shaping positive customer preference, providing insightful recommendations to firms looking to harness the power of social media for strategic leverage.