Abstract: Social media has a great influence on the buying behavior of current retail consumers. Social media is the best option under technology-based strategies to connect retail consumers towards consumption or useful goods. The objective of this study is to investigate how social media affects the buying behavior of retail consumers in damoh city. In the study, data related to the use of social media and product buying decisions was collected from 200 retail consumers of Damoh city through an interview schedule. The study found that there is a deep relationship between social media use and consumer buying behavior. Retailers have to understand that the information available on social media most influences the retail consumer buying behavior of the current retail consumers regarding the brand, quality, durability, price and availability of the desired goods.