Social media has become an essential aspect of daily life. Research indicates that social media usage significantly impacts customers’ purchasing decisions. The rapid growth of social media over recent years has created new communication pathways between brands and consumers. These businesses’ online campaigns and social media promotions make use of persuasive components from a wide range of multimedia channels. As a distinctive aspect of social media, mixed marketing has grown in importance. Identifying the key variables that explain the extent to which social media influences consumers' purchasing decisions is the major goal of this study. Over 200 online shoppers from the National Capital Region (including Gurgaon, Delhi, and Noida) were included in this exact study. Experience sharing, influencers, ease of use, and news source were the four criteria that the study ultimately settled on. There is a strong correlation between the identified social media roles—such as information provider, influencer, experience sharer, and convenience—and the products that consumers really buy. Social media influencers had the biggest impact on customers’ purchasing decisions, according to the roles’ mean values, followed by convenience and the source of updates, in that order. Standing on one’s own two feet was the least crucial part. This research might be useful for site designers and e-commerce businesses looking to leverage social media to their advantage in the marketplace.