In traditional marketing, a gap exists between buyer and seller. The ways to reach the buyerrnare very expensive and inefficient. As studies have shown Social media has a capacity to fillrnthis gap because one can reach millions of buyers with a single click. (Bernie Borges, 2009)rnIn social media settings, consumers provide online feedback about products/services, and thisrnfeedback is visible to other agents, including other consumers, channel partners, competitors,rnand investors.rnAccording world internet users, December 2017, report Ethiopia has about 16.5 millionrninternet users. This population can be reached through social media. So social mediarnmarketing is a great tool to reach a number of potential customers.rnThe objective of this study is to get answers for the questions like "what impact does socialrnmedia marketing has on consumers' purchase intention?" using the independent variables:rnelectronic word of mouth, online communities, online advertisement and a dependentrnvariable consumers purchase intention.rnTo administer this study the researcher used quantitative approach and descriptive surveyrnwith explanatory design plus cross-sectional approach. The data were collected using arnbroad survey closed -ended questionnaire with Likert-Scale and single choice items .rnThe target population of the study include Heineken breweries' products consumers of AddisrnAbaba who are social media users. The number of total population for this study is unknownrndue to its dynamic and complex nature which increases on a daily basis. Thus, the samplingrnof the population could not be random. It is purposive or convenient sampling and the data isrnnon-parametric. To decide the sample size, the researcher used the standardrnrecommendation of Corebetta (2003) for infinite or unknown population sample size of 385.rnNevertheless, the researcher distributed questionnaires for 500 respondents to get a betterrnrepresentative for the target population and ended up with 430 respondents which aboutrn12% above the standard size.rnThe questionnaire was distributed online via Google forms and in person using printedrnquestionnaires. The reliability of the questionnaire items were tested before starting thernsurvey using Guttman-Split half method, and some corrections were taken on the itemsrnbefore starting the survey. The research used Excel Spread Sheet and SPSS version 20.rnBesides, normality distribution of the variables was checked using Koolmogorov-Smirnovrntest(KS-test) and the hypotheses validity is tested using Linear regression coefficient of nonparametricrnstatistic.rniiirnMajor findings of the study are:- Face book is the most popular SM platform by thernrespondents. But most of the respondents do not follow SM pages of Heineken breweriesrnEthiopia. Among traditional advertising mediums, TV is the most popular medium havingrnnearly half(47%) of the respondents. Regarding SM, again about 47% of the respondentsrnprefer it as compared to traditional mediums, and about 27% of the respondents believe thatrnSM and traditional media complement each other.SM is a great motivation towards the use ofrninternet and this might have been a major reason for the increasing of internet users of thernrespondents in particular Addis Ababa in general.rnThe result of testing hypotheses of the null hypotheses is partially rejected and partiallyrnaccepted. This shows that the practiced of Social Media Marketing on Consumers PurchasernIntention at Heineken breweries is at very low level than it is supposed to be.