The increasing popularity of internet usage and technological advancements worldwide has sparked a desire among customers to make online purchases. Businesses are utilizing social media marketing platforms to advertise their products to consumers in India and around the globe. Based on the promotional strategies implemented by the company, the shopper can make an informed decision and select the most suitable product from a wide range of alternatives. This research examined the influence of social media marketing and its components on the evaluation of alternative options, as per the third stage of the consumer decision-making model. In this study, a questionnaire survey was conducted to gather information from shoppers who bought generic products. 397 shoppers were surveyed to collect data on their preference for generic products. Data were examined by structural equation modeling through AMOS. The outcome validated that social media marketing has a substantial influence on the assessment of alternative options. Social media marketing strategies such as creating a shopper community and addressing concerns about security and privacy have a significant impact on evaluating different options. The findings also indicated that social media marketing enjoyment does not have a significant influence on the evaluation of alternative options.