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This dissertation was written as part of the MSc in e-Business & Digital Marketing at the International Hellenic University and aims to examine the factors that influence the online purchase intention on social media. The advent of Web 2.0 technologies, as well as the rising number of users that access the Internet and own a smartphone, have led to a new technological disruption in which social media play a key role. Nowadays, more and more users and firms join social media for socializing, entertainment, price comparison, shopping, and various other purposes. The buying decision-making process has been mitigated in the digital world and new influential factors on the online purchase intention have emerged. For this reason, this study investigates the social media behavioral, social media usage, and demographic variables that influence the online purchase intention in Greece. The fo cus on the Greek context was made due to the limited research on the specific field. Hence, this study can enrich the current literature and scale the results of other stud ies revealing useful insights. As for its outcomes, it was observed that each of the online trust, engagement, positive and negative electronic word-of-mouth behaviors variables have a positive relationship to the online purchase intention. Thus, it is of great importance for marketers and companies to consider them when they design their marketing strategies in social media. Additionally, the interrelationships of these behavioral variables, as well as the influence of the different groups of each of the so cial media usage and demographics variables on online purchase intention are investi gated. Although this study provides useful insights into the social media's influential factors on the intention of users to buy online, several limitations need to be consid ered. In fact, the small and not sufficiently representative sample used in this study and the limited and not up-to-date data that were found in the literature regarding the Greek population, increase the need for further research in order for the results to be cross-validated.