The importance of user-generated content is now pronounced in content marketing. This is based on the fact that it influences consumers’ behaviour, as they are products of their actual perceptions and interactions with a brand. To this end, this research was conducted to assess the influence of user-generated contents on perceived usefulness and perceived risks. 400 responses were gathered through an online survey. Findings from the analysis show that user-generated contents positively and directly influence perceived usefulness and perceived risks. Essentially, the research concluded that brands should be conscious of the UGC being shared across platforms about their products or services, as such can influence consumers’ buying behaviour through perceived risks and perceived usefulness.

Social Interactivity, Perceived Risk, Perceived Usefulness, User-generated Contents