The dissertation project titled "The Impact of Social Media Marketing on Consumer Behavior" aims to investigate the influence of social media marketing strategies on consumer behavior. The project utilizes both quantitative and qualitative research methods to gain comprehensive insights into this dynamic field. The project begins with an introduction that provides an overview of social media marketing and its growing significance in the digital landscape. It highlights the evolution of social media platforms and their impact on marketing practices. The research problem is defined, focusing on the need to understand how social media marketing affects consumer behavior in order to develop effective marketing strategies. The research objectives of the project are then outlined, which include examining the relationship between social media marketing and consumer attitudes, perceptions, and purchase decisions. The project also aims to explore the role of various elements within social media marketing, such as influencer endorsements, user-generated content, and direct consumer engagement. The methodology section explains the research approach and data collection methods employed in the project. It includes survey questionnaires and interviews conducted with a sample of participants to gather both quantitative and qualitative data. The data analysis techniques used in the project are also described. The findings of the project indicate that social media marketing predominantly has a positive impact on consumer behavior. Participants expressed positive perceptions towards social media marketing efforts, highlighting their influence on attitudes, perceptions, and purchase decisions. The project also identified the importance of factors such as influencer endorsements and direct consumer engagement in shaping consumer behavior. Based on the research outcomes, the project concludes that social media marketing plays a significant role in connecting with consumers, influencing their behavior, and building strong brand-consumer relationships. The project provides practical implications for businesses to leverage social media platforms effectively in order to drive consumer engagement, loyalty, and purchase behavior. Overall, this dissertation project contributes to the existing knowledge on the impact of social media marketing on consumer behavior. It underscores the importance of understanding consumer attitudes and preferences in order to develop targeted and engaging social media marketing strategies that align with consumer needs and interests.