Every sector or industry has been impacted by the rise of social media. Consumers' decisions to buy imitation jewellery are increasingly influenced by social media. The study's major goal was to discover which phases of the decision-making process are most influenced by social media when it comes to purchasing imitation jewellery. The study used a cross-sectional design and was supported by a quantitative research method. Consumers utilise social media for purchase planning of imitation jewellery at all phases of the decision-making process, according to the study. Surprisingly, the ANOVA study found that using social media throughout the assessment and purchase stages influenced consumers' decisions to buy imitation jewellery in a positive way. Finally, consumers' decisions to buy imitation jewellery are influenced by social media since it provides them with vital information. It is suggested that manufacturers provide adequate information to consumers on social media and make their businesses visible on these platforms in order to swiftly reach consumers who utilise them.