This thesis is about the work of social media marketing and how it impacts purchasing decision, especially in Morocco. My research will be based on an important player in the retail industry in Morocco Jumia & Hmizate. The aim of my research is to study the social media marketing tools, strategies, and effectiveness, also how does the strategies work into real life situation. In the other hand the main focus was on how it impacts the Moroccan market, and will it affect the purchasing decision.