Technological advancements over the past two decades have significantly transformed the lifestyle of the majority of the global population. Consumers have shifted from being passive to active participants, transitioning from consumers to prosumers, as they both consume and produce content. This transformation has posed substantial challenges to communication, marketing, and advertising professionals, as the control of their brands is, in part, in the hands of these new consumers, who possess diverse motivations for engaging online. Understanding and analysing consumer engagement, particularly among Generations X and Y, with a brand through online social networks, can be instrumental in fostering a positive relationship. To demonstrate this, an extensive literature review was conducted in the initial phase, resulting in a research question supported by a set of sub-hypotheses, which were tested using different evaluation scales. Following this, a descriptive, quantitative research study was carried out using a structured online questionnaire, which yielded 242 respondents, filtered by Generation X and Y consumers. Their responses were analysed using SPSS v27 and SPSS/AMOS Statistics software. After validating and refining the measurement scales, satisfactory adjustment values were obtained. Several of the predicted relationships were studied and validated, allowing the sub-hypotheses to be confirmed and the research question to be addressed. In other words, Generation Y outperformed Generation X in all elements analysed related to motivations for interacting with a brand online.