In today’s digital age, the widespread use of social media has transformed how we communicate. Individuals effortlessly share personal narratives and opinions, engage with family and friends, access news from various outlets, and keep tabs on their favorite brands. This has not only enriched the online interactive experience but also shattered geographical and temporal boundaries while challenging the information monopoly once held by traditional media, by the new bi-directional path of information sharing. This shift has created opportunities for both individuals and businesses, reshaping the way people connect, particularly for both brands and consumers. The increasing influence of social media on consumers has led to extensive academic research exploring its impact on our daily lives. This article focuses on the field of business and management studies, specifically examining the signals and cues that individuals employ when seeking information for their decision-making, whether in the online or offline realm. These signals facilitate or hinder actions like adopting new ideas, sharing content, and making online purchases. Our goal is to uncover the underlying motivations behind these actions and, in turn, help businesses refine their strategies for effective social media engagement. Additionally, we aim to highlight potential research gaps in the literature that need addressing to better understand the decision-making process of users in social media.