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Social networks have significantly transformed various aspects of daily life, especially with regard to the promotion and acquisition of products and services. In this context, consumers turn to these platforms in search of information about the product or service they want to purchase, considering the recommendations of other users or influential people according to the social networks they browse and the generational group to which they belong. The objective of this research was based on determining the social media tools that most influence the consumer purchasing process, post-pandemic. For this purpose, a descriptive-explanatory methodology was used with a non-experimental design complemented by an exhaustive review of secondary literature. The results indicated that each platform has its unique characteristics and its users by generational group. The influence of a specific platform on consumer behavior is due to factors such as the characteristics of the social platform, the type of product or service, the target audience, and the demographics of the users. In short, consumer behavior in the ways of consuming influenced by social networks impacts various populations in their purchasing decisions, so companies must diversify their strategies on social networks to connect with their audiences where they spend their time.
