This study examines the generational dynamics of social media brand engagement and online purchasing behaviors among young African consumers, focusing on the influences of self-enhancement motivations and social norms. Drawing on data from five sub-Saharan African countries, the findings reveal that Generation Z consumers demonstrate stronger engagement with brands on social media as a means of self-presentation and identity reinforcement compared to Generation Y. Social media brand engagement significantly predicts compulsive buying and conspicuous consumption, with social norms moderating these relationships. The study extends theoretical perspectives on self-concept, engagement, and social norms, emphasizing the evolving nature of digital consumer identity. The results carry critical implications for digital marketing strategies, highlighting the need for personalized, ethically responsible engagement approaches that balance aspirational branding with responsible consumer messaging. Policymakers are urged to implement stronger regulations on influencer marketing, targeted advertising, and AI-driven recommendation systems to protect consumers from manipulative digital marketing practices. This research contributes to the broader discourse on digital consumer behavior in emerging markets, offering insights into the intersection of generational identity, social influence, and online consumption in Africa’s rapidly evolving digital economy.