User-generated content (UGC) has emerged as a crucial component of social media and internet platforms, significantly influencing consumer buying decisions. This study intends to investigate how UGC affects customer purchasing behavior and the variables that increase its efficiency. This research offers insights into the many UGC forms, such as product reviews, ratings, and recommendations, and their influence on consumer decision-making processes by drawing on current literature and empirical studies. The results show that consumer views, attitudes, and purchase intentions are significantly shaped by user-generated content (UGC). UGC is seen by consumers as more reliable and credible than traditional marketing communications since it comes from people who have used the product or service. Additionally, UGC promotes a feeling of community and offers social proof, enabling users to share knowledge and look to others for approval. However, several elements, including the caliber and applicability of the content, the reliability of the source, and the degree of participation in the online community, affect how effective UGC is. UGC can be used by marketers and businesses to foster user contributions, facilitate customer interactions, and monitor and respond to UGC in order to foster consumer trust and improve the consumer experience. Overall, this study demonstrates the enormous influence that user-generated content (UGC) has on consumer purchase decisions and offers useful recommendations for marketers looking to leverage the potential of UGC in their marketing plans. The study had considered sample of 204 online consumers to know the influence of usergenerated content on consumer purchase decisions and concludes that their significantinfluence of user-generated content on consumer purchase decisions.

UGC, Consumer purchase decision, Consumer attitude, Customer behavior, Consumer perception