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The research problem addressed was the impact that social media advertising had on the self-concept of women and their intent to purchase. The purpose of this quantitative study was to explore social media marketing advertising strategies and the impact they have on the self-concept and purchasing behavior of women aged 30-45 living in the United States who identify as medium to high consumers of social media. The study was framed using theories in consumer behavior including The Theory of Planned Behavior and Self-Concept Theory. The research methodology used was a quantitative study. An online survey was used to collect data and quantitative correlational analysis was conducted using SPSS. The study had two research questions. For the first research question, what impact does social media marketing have on the intent to purchase of women aged 30-45? The research study findings were positive that social media marketing had an impact on the intent to purchase. The second research question is, what is the impact of social media advertising that effects self-concept on intent to purchase? Showed a connection between social media usage and self-concept but did not find correlations between one's self-concept and intent to purchase. The research study strengthened existing literature in demonstrating a connection between social media marketing and intent to purchase and social media usage and self-concept impact. It deviated from research in regards to not finding a correlation between advertising that impacts self-concept and intent to purchase. Identifying the impact of age or generation on self-concept as it connects to purchase intention would be an area that warrants further study and analysis to understand the deviation from the field.