Social media influences brand perception significantly by shaping how consumers view and interact with brands. Positive user-generated content, such as reviews and testimonials, can enhance a brand's reputation, while negative comments or controversies can lead to a decline in trust. Active engagement on social media platforms allows brands to communicate directly with their audience, fostering transparency and building community. Additionally, social media marketing campaigns can amplify brand visibility and awareness, tapping into networks and trends that resonate with target audiences, ultimately impacting customer loyalty and purchasing decisions.