In the digital era, social media is pivotal in shaping consumer behavior by integrating informational, emotional, and social influences that affect decision-making through psychological mechanisms. Understanding these processes is increasingly critical for business management systems in highly competitive markets. This study aims to identify strategic challenges arising from the digital transformation of consumer behavior and examine patterns of interaction between social media and psychological triggers that drive consumer choice dynamics, highlighting the implications for modern business management systems. We employed an interdisciplinary approach, combining content analysis of scientific literature, statistical data from international marketing agencies, comparative analysis, systematization, and generalization techniques. The findings indicate that contemporary user behavior is largely driven by algorithmic content personalization and the influence of cognitive biases. The study also reveals contradictory effects: increased impulsive purchasing occurs alongside elevated reputational risks for business systems. Social media represents a multifunctional space where marketing, communication, and psychological influence intersect, creating opportunities and challenges for business management systems. For businesses, this presents opportunities to develop personalized strategies, but also requires careful risk management and balancing algorithmic efficiency with transparency in user interactions. The practical significance of this study lies in its potential to inform business management systems about strategic challenges and opportunities in the digitally transformed consumer landscape.