This exploratory and analytical study investigates the dynamics of social commerce, focusing on user-generated content (UGC) and social media advertising's influence on consumer behavior. Situated within a robust conceptual framework, the research unravels the interdependence of these variables, revealing their roles in shaping trust, perceptions, and engagement in social commerce. Distinguished from generalized studies, our research zeros in on specific UGC and social media advertising analyses within social commerce. Emphasizing their pivotal roles, we highlight the substantial impact on customer trust, influencing purchase decisions and fostering engagement. Demographic insights briefly touch on age, gender, marital status, occupation, education, and income, revealing nuanced disparities in UGC and social media advertising impact across diverse groups. Regression analysis enhances our understanding of the intricate relationships, providing valuable insights into how UGC and social media advertising contribute to trust and perceptions in social commerce. Acknowledging a significant constraint—a limited temporal scope confined to a specific period—offers opportunities for future research to explore emerging patterns and examine evolving dynamics. In conclusion, this work significantly contributes to the social commerce discourse. Investigating UGC and social media advertising influence, we carve a niche enhancing understanding. Findings enrich academic comprehension and provide practical guidance. As we progress, identified limitations pave the way for future researchers, to refine and broaden the understanding, ensuring a constant evolution of knowledge in this ever-changing field.

KEYWORDS: User-Generated Content, Digital platforms Social Media Advertising, Consumer Trust, Consumer Perception, Social Commerce.

JEL: D12 , D83, L81, L86 , M31,O33