The actions of consumers are significantly moulded by social dynamics, particularly within the realm of digital marketing, where platforms of social media, suggestions from peers, and electronic word-of-mouth (eWOM) are crucial in influencing buying choices. This research investigates the impact of social influence on consumer buying patterns within the Delhi NCR area, employing quantitative methodologies and survey-driven analysis from a sample of 150 participants. The results reveal that social media marketing plays a crucial role in shaping consumer behaviour, with regression analysis demonstrating an R-squared (R²) value of 0.54. This indicates that 54% of buying choices can be linked to social media visibility, endorsements from influencers, and various digital marketing initiatives. In a comparable manner, electronic word-of-mouth exerts a significant impact on consumer actions, evidenced by a R² value of 0.30. This indicates that content created by users and endorsements from peers play a crucial role in moulding brand perceptions and fostering trust. The research underscores the significant role of peer influence and customer involvement in shaping consumer choices, emphasising that dynamic marketing approaches surpass conventional advertising methods in effectiveness. Research indicates that companies prioritising customer interaction, partnerships with influencers, and genuine content development are more inclined to cultivate consumer confidence and enhance buying motivation. Companies must focus on tailored and analytics-based marketing approaches to stay relevant in a landscape heavily influenced by social media consumer trends. This study enriches the expanding collection of knowledge surrounding online marketing, social impact, and consumer choices, offering practical guidance for companies to improve their promotional approaches.