This study examines the purchasing process that consumers go through while making complex purchases, with a focus on the ways in which social media use affects this process. In this context, the term "complex buying behaviour" refers to the consumer's occasional but highly involved purchases that significantly impact brand differentiation. A new trend is emerging: social media. User-generated web technologies, such as blogs, social networks, and social media websites, have been rapidly expanding on the World Wide Web in the past ten years. All things considered, social media and these technologies are the real causes behind the global community of user-generated content's expansion. Online communities and content sharing platforms such as Facebook, Instagram, YouTube, and Twitter have been made possible by social media. The social media revolution has made it possible to learn more about products and services in new ways. Strangers on social media have the power to dominate a single customer's view and comments on goods and services, which then affects opinions offline as well. However, social media certainly has given consumers more power because they can now create content only through online chats, meaning that customers have a significant say in whether a brand succeeds or fails. Marketers attempt to comprehend how customers use social media and how they make decisions based on the stuff displayed there that has the potential to influence their choices. The study also looks at how an extensive amount of user-generated content and information might alter customers' purchasing habits. The EBM model, which consists of six steps in the consumer decision process, has been applied. The study was also conducted to determine the model's applicability to the usage of social media. The components of the consumer decision process have been investigated using a quantitative survey.