The present study examines the impact of social media marketing on consumer behaviour towards selected readymade garment brands in Madhya Pradesh. With the growing influence of digital platforms, social media has become a key tool for brand promotion, consumer engagement, and influencing purchase decisions. Using a structured survey of consumers, the study analyzes the effect of advertisements, influencer promotions, and online reviews on brand awareness, preferences, and buying behaviour. The findings indicate a significant positive relationship between social media marketing and consumer engagement, decision-making, and brand loyalty, while demographic factors also moderate its impact. The study highlights the strategic role of social media in modern apparel marketing