Social media is one of a brand's "great options" for communicating with prospective customers. These new media outlets gain customers' confidence by engaging with them on a deeper level. Retailers are taking notice of a wide range of social media prospects and are launching new scheme at a faster rate than ever before. Social media aids in the development of relationships with people who would not otherwise be aware of the company's products or services. According to the literature analysis, there are just a few studies in India that measure the impact of social media marketing (SMM) on customer behavior in retail. The purpose of this article is to empirically assess the influence of social media advertising on customer behaviour in the retail business. A survey was undertaken to assess the impact of internet advertising on customer attitudes, and the results demonstrated that social media advertising had a favourable influence on driving purchase choices in the retail industry.