The rise of Social Media Networks has revolutionized the way information is created, shared, accessed, and consumed by its users. Social media (SM), built on the foundations of Web 2.0, has given the opportunity to its users to create or co-create, and own the content without seeking any explicit permission prior to hosting on the social media. User generated content (UGC) on social media has given rise to another source for consumers to seek credible, clear, and concise information. UGC is increasingly being used by potential consumers to arrive at an informed purchase decision. The trust in the source of UGC is increasingly getting percolated to the trust in message being disseminated by this source. This helps in addressing insecurity related to consumers potential purchase decisions, especially if the purchase category is a high involvement purchase. SM not only allows past users to share their first-hand feedback but also the influencers to share their insights or points of view thus creating an environment of informed choice. The perceived usefulness of such information is critical in making purchase decisions. The online purchase behaviour is increasingly being impacted by UGC.