In the digital world, consumer behavior transforms social media usage and brand attitude. Social media is not only a communication tool but also a marketing tool that affects consumer behavior. In this context, the research was conducted to determine the relationship between social media usage, brand attitude and consumer purchasing tendencies of students studying in different departments of Istanbul University-Cerrahpasa Faculty of Sports Sciences. The study is a descriptive and relational exploratory type research conducted in accordance with the screening model, one of the quantitative research methods. The study group consisted of 275 students of the faculty of sports sciences, 63.3% of whom were female and 36.7% male, selected with the purposeful sampling method. Personal information form, Social Media Usage Scale, Brand Attitude Scale and Pre-Purchase Consumer Behavior Scale on Social Media were used as data collection tools. In the analysis of the data, descriptive statistics were used as well as parametric tests for comparisons between groups. The reliability levels of the scales used in the study were evaluated. A significant difference was found between the pre-purchase consumer behavior of social media according to the gender, economic level and frequency of social media use of the participants. In the study, a significant difference was found between the pre-purchase social media consumer behavior according to the gender, economic level and social media usage frequency of the participants. While a significant difference was found between the brand attitude and social media usage level according to the socio-economic level and social media usage frequency, no significant difference was found between the level of social media usage and brand attitude according to gender. As a result, social media usage, brand attitude and pre-purchase consumer behavior on social media vary according to the socio-demographic characteristics of the participants.