This study was intended to investigate how social media characteristics or thernindependent variables affect the decision making of customers in Habesha brewery. Forrnthis study, a quantitative research method was used in order to collect the appropriaterndata from the target respondents. A sample of 384 questionnaires was distributed viarnsocial media platforms like email, telegram, and others because of the pandemic and 327rnvalid responses were collected.rnA descriptive research method was conducted to present the demographic characteristicsrnof the respondents. whereas multiple linear regression analysis was used to investigaternthe relationship between the five independent variables such as (Ease of use, Interactionrnand broad participation, Fun and entertainment, Ease of communicating information tornthe public, and High credibility) and the dependent variable (Decision making). GNUrnPSPP 1.0.1 was used as an alternative of Statistical Package for Social Science (SPSS) inrnorder to generate the actual results that confirmed social media advertisement factorsrnEase of use, Interaction and broad participation, Fun and entertainment, Ease ofrncommunicating information to the public and High credibility) has a positive andrnsignificant relationship with the dependent variable (decision making). This study can bernuseful for marketing managers to manage their social media sites to be more effective forrncustomers to use and decide on the product easily