Facebook and Instagram, which are increasingly used social networking sites, have started to influence the lives of individuals not only in terms of socialization, but also in determining needs and making purchases. Many institutions, organizations, global businesses, local businesses, etc. are now in the business of many institutions, organizations, etc. It reaches its target audience by advertising on Facebook and Instagram. This study aims to provide a systematic analysis of the literature on the purchasing trends of social media users. For this purpose, the literature on the current problem has been scanned and the findings have been made visible through certain parameters. The study is thought to be important in that it will provide a theoretical framework for research on purchasing behavior through social media and social media.