The primary objective of this study is to examine the influence of electronic advertising through social media on consumers’ purchasing decisions, specifically focusing on its dimensions such as advertising credibility, interaction with electronic advertising, advertising design, and electronic advertising features. The study specifically targeted consumers of electrical appliances in Zarqa city and employs a descriptive-analytical approach to achieve its research goals. To collect data, a questionnaire consisting of 41 items is utilized to measure the various dimensions of the variables under investigation. The questionnaire was distributed to the target population through a suitable sample, resulting in a total of 500 valid responses, which accounted for an 82% retrieval rate. Statistical tests were conducted using the SPSS software to analyze the data and test the research hypotheses. The findings of the study revealed a statistically significant impact of electronic advertising via social media, along with its dimensions, on enhancing consumers’ purchasing decisions within the electrical appliance market in Zarqa city. Furthermore, a strong positive and inverse relationship was identified between the variables of electronic advertising via social media and purchasing decisions. The dimensions of electronic advertising were found to explain 33.8% of the variance in purchasing decisions, with interaction with electronic advertising demonstrating the greatest explanatory power in influencing consumers’ purchasing decisions. The study revealed a high prevalence of electronic advertising on social media platforms, accompanied by an average level of purchasing decisions. To enhance the effectiveness of targeted electronic advertisements, the study proposed two key recommendations. Firstly, it emphasized the importance of tailoring the design of these advertisements to align with consumers’ preferences and requirements. This can be achieved by engaging experts in electronic advertising who possess marketing expertise to create captivating advertisements that entice consumers and drive purchasing decisions. Additionally, the study advocated for the enhancement of electronic advertising features by providing consumers with adequate and valuable information. This would enable electronic appliance consumers to make more informed comparisons and gain a better understanding of product specifications, thereby facilitating their decision-making process.