In world geopolitics, India is a major actor. It is the opportunity land. Throughout the past 20 years, the nation has seen changes in the fields of technology, education, and industry. The initiatives Made in India, Start Up India, and Digital India gained traction. There are 460 million social media users in India. This study looks into how social media marketing affects customers' purchasing decisions in Odisha, India. Businesses are using social media platforms more and more to interact with customers and market their products as a result of their rapid growth. The purpose of this study is to investigate how social media marketing tactics affect Odisha consumers' decision-making and purchase behaviors. We used a mixed-methods strategy to gather information from a wide range of local customers through surveys and interviews. The results show a strong relationship between social media marketing initiatives and consumer purchasing patterns, underscoring the potency of influencer endorsements, user-generated content, and targeted advertising. Important elements that modulate this link are also identified by the study, including social proof, involvement, and trust. The findings offer insightful information to marketers that want to better tailor their social media campaigns to the distinct tastes and habits of Odisha customers. From the standpoint of sustainable development, the study is important.