An Analytical Study On The Role Of Social Media Engagement In Shaping Brand Perception Among Young Consumers

The expansion of digital communication platforms has dramatically transformed modern marketing strategies and brand management practices. Organizations across industries increasingly rely on social media platforms to communicate brand values, disseminate information, and build relationships with stakeholders. This study examines how social media engagement influences brand perception among young consumers with reference to EY (Ernst & Young), one of the world\\\'s leading professional services firms. The research adopts a quantitative approach using a structured questionnaire distributed among individuals aged 18–35 who have exposure to EY\\\'s digital presence. A total of 310 valid responses were analyzed to identify patterns of social media usage, engagement behaviors, and perceptions of the EY brand. The findings reveal a statistically significant relationship between social media engagement and brand perception. Platforms such as LinkedIn were found to play a particularly important role in shaping perceptions related to thought leadership, credibility, and employer attractiveness. The research also highlights the importance of authenticity and knowledge-driven content in strengthening brand trust. The study provides valuable insights for professional services organizations seeking to leverage social media to enhance brand equity and attract young professionals.