“Brands find me”—Generations X, Y, and Z and their brand engagement practices, motivations, and value cocreation perceptions on Instagram

Purpose Utilizing the framework of generational cohort theory, this study replicates and extends prior research on Generations X and Y and their brand-related engagement and e-word-of-mouth (eWOM) activities. The present research examines these concepts among American Instagram users who follow brands and adds a Gen Z comparison group. We further examine the roles of trait persuasion knowledge, ad avoidance, value cocreation, and values alignment in shaping brand engagement motivations and outcomes across cohorts. Design/methodology/approach Data were collected from 802 Gen X, Y, and Z Amazon MTurk workers in the United States who follow brands on Instagram. Analyses were conducted using analysis of covariance and Hayes PROCESS. Findings Gen Z reported significantly greater brand affiliation, investigation, opportunity seeking, conversation, and entertainment motivations, as well as greater eWOM intentions, trait persuasion knowledge, value cocreation, and values alignment than Gen Y. A consistent but unexpected pattern emerged across multiple outcomes, with Gen Y reporting the lowest levels and Gen Z the highest. We interpret this pattern cautiously given the cross-sectional design. Trait persuasion knowledge significantly mediated the relationship between generational cohort and brand engagement/eWOM, with ad avoidance moderating these indirect effects. Values alignment and value cocreation positively interacted to predict eWOM. Originality This study integrates generational cohort theory with the persuasion knowledge model and service-dominant logic, identifies a non-linear generational pattern in Instagram brand engagement, and highlights the conditional roles of persuasion knowledge, ad avoidance, value cocreation, and values alignment.