The topic of this thesis is social media as a channel for car sales. Due to their increasing popularity and accessibility, social media platforms are becoming one of the key tools in the purchasing process. This study examines how social media shapes and guides customers in making decisions about car purchases. Through qualitative research, conducted using a focus group method with six participants, various factors influencing consumer perception and behavior were analyzed. The aim of this study was to understand how social media supports consumers in the process of gathering information and making decisions, as well as to identify key elements that either facilitate or hinder car purchases via social media. The primary focus was on topics such as the most commonly used social media platforms, their ability to facilitate communication and increase productivity between sellers and buyers, and the challenges buyers face during the purchasing process. The conclusions drawn from this research reveal how social media can significantly impact the car market and the automotive industry in general, enabling consumers to make more informed decisions while also presenting new challenges for sellers in the modern digital environment. The research results provide important insights into how social media can be an effective tool in car sales, offering consumers better access to information and support in making decisions during the car-buying process.