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In the recent years, there is a significant rise in the usage of social networking site for organizations to organize marketing campaigns. It is necessary for advertisers to structure their information well in order for consumers to accept the message or product information. This study investigated the consumer purchasing process and knowledge flows between individuals in social media, at the same time considering the different type of proximity that affect it. Using the consumer purchasing decision process[1] as a source of credibility, this study will analyze from several research paper to test its hypothesis related to the different types of proximity. Results and theories have shown that advertisement and product information in social media are affected by the different types of proximity plays, which is creating an impact in the consumer purchasing decision process.