Investigate the difference of the impact of brand engagement (consumption of content and contribution of content) on social media between Generations X and Y

The purpose of this study was to investigate the difference of the impact of brand engagement (consumption of content and contribution of content) on social media between Generations X and Y. in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire whose reliability was confirmed by Cronbach 's alpha coefficient and its composite reliability and its validity was confirmed by Convergent Validity and content validity, were used. The statistical population is the students of Islamic Azad University, Science and Research Branch, Tehran, who has an Instagram page the study sample was calculated using Cochran's formula of 400 people who were selected using stratified sampling method. Data analysis was conducted using SPSS and Minitab software and all hypotheses were confirmed at 95% confidence level. The results show that Brand Affiliation motivation, Investigation Motivation, Opportunity Seeking motivation, Conversation motivation, Contribution of content, e-WOM referral intention is higher in Generation Y than in Generation X. Entertainment motivation and Consumption of content is higher in the Generation X than in Generation Y.