http://www.iaeme.com/IJM/index.asp 277 editor@iaeme.com International Journal of Management (IJM) Volume 11, Issue 2, February 2020, pp. 277–286, Article ID: IJM_11_02_029 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=11&IType=2 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 © IAEME Publication Scopus Indexed USER GENERATED CONTENT AND ITS IMPACT ON BRAND ATTITUDE AND PURCHASE INTENSION Vijayakumar Gajenderan Assistant Professor, Department of Commerce, Sir Theagaraya College, Chennai, India R. Padma Priya Ph.D. Research Scholar (PT), Department of Commerce, Sir Theagaraya College, Chennai, India Nishad Nawaz* Assistant Professor, Department of Business Managemement, College of Business Administration, Kingdom University Bahrain. *Corresponding Author ABSTRACT Impact of User-Generated Contents on Brand Attitude and Purchase Intensions among the Customers in Chennai City. The study used a simple convenience sampling method. Overall, 600 well-structured questionnaires distributed, out of which 557 questionnaires are appropriately filled and returned it. These 557 responses are valid and used for the final study. The study found that customers are searching for information at the time of pre-purchase behavior through online platforms. The study also originated that the reviews Practices familiarize of buying decision online among the customers in Chennai city. The study also established that there is a significant impact of User Generated Content on Attitude towards Brands, and Purchase Intensions through online among the Customers in Chennai city. Key words: E-WOM, Quality, Polarity, Logic and Articulations, Sources, and Prior Knowledge and Expertise Cite this Article: Vijayakumar Gajenderan, R. Padma Priya and Nishad Nawaz, User Generated Content and its Impact on Brand Attitude and Purchase Intension, International Journal of Management (IJM), 11 (2), 2020, pp. 277–286. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=2 1. INTRODUCTION The purchase of Social Media is popular among young customers. SM facilitates interactive information between the users and presents excellent possibilities for sellers and promoters to