This research aimed to study the factors of User-Generated Content (UGC) and Consumer Brand Engagement (CBE) and the relationship between UGC and CBE in purchasing products through E-Marketplace. The data were collected by using a questionnaire distributed to 423 consumers purchasing the products and creating contents through Lazada and Shopee platforms. Descriptive statistics for data analysis were mean, standard deviation and Structural Equation Model (SEM). The findings revealed that the model was consistent with the empirical data, by considering important statistics meeting the criteria. The results also showed that the mean of all UGC and CBE factors was at a high level. As for UGC dimensions, volume, valence and rating were positively related to CBE in terms of cognitive, emotional, and behavioral dimensions with correlation coefficients ranging from 0.215 to 0.673. All Important statistics passed all criteria. Therefore, the component model of this the research hypothesis was consistent with the empirical data with a correlation weight for every factor in the model more than 0.40.